The international brand valuation manual : a complete overview and analysis of brand valuation techniques, methodologies and applications /
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| Author / Creator: | Salinas, Gabriela. |
|---|---|
| Imprint: | Chichester, U.K. : Wiley, c2009. |
| Description: | xxviii, 420 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7988090 |
Table of Contents:
- List of Figures and Tables
- Foreword
- Acknowledgements
- Introduction
- 1. The Concept and Relevance of Brand
- 1.1. The concept of brand
- 1.2. Brand value
- 1.3. The growing importance of the economic value of brand
- 1.4. Conclusions
- 2. The Origin and Evolution of Valuation Methods
- 2.1. The Origin and evolution of valuation methods
- 2.2. Conclusions
- 3. Brand Valuation Method and Process
- 3.1. Brand valuation process
- 3.2. Conclusions
- 4. General Approaches to Brand Valuation
- 4.1. Cost approach
- 4.2. Market approach
- 4.3. Income approach
- 5. Brand Valuation Methods and Providers
- 5.1. AbsoluteBrand
- 5.2. AUS Consultants
- 5.3. BBDO
- 5.4. Brandient
- 5.5. BrandEconomics
- 5.6. Brand Finance
- 5.7. BrandMetrics
- 5.8. Brand Rating
- 5.9. Consor
- 5.10. Damodaran's valuation model
- 5.11. Financial World
- 5.12. FutureBrand
- 5.13. GfK-PwC-Sattler: Advanced Brand Valuation model
- 5.14. Herp's model
- 5.15. Hirose model
- 5.16. Houlihan Advisors
- 5.17. Intangible Business
- 5.18. Interbrand
- 5.19. Kern's x-times model
- 5.20. Lev's Intangibles Scoreboard
- 5.21. Millward Brown Optimor
- 5.22. Motameni and Shahrokhi's Global Brand Equity Valuation model
- 5.23. Prophet
- 5.24. Repenn's brand valuation model
- 5.25. Sander's Hedonic brand valuation method
- 5.26. Sattler's model
- 5.27. Semion
- 5.28. Simon and Sullivan's stock price movements model
- 5.29. The Nielsen Company: Brand Balance Sheet and Brand Performance
- 5.30. Trout & Partners
- 5.31. Villafañe & Associates' Competitive Equilibrium model
- 5.32. Other brand valuation providers and models
- 5.33. Conclusions
- 6. A Taxonomy of Brand Valuation Methods
- 6.1. By use of financial or non-financial indicators
- 6.2. By application or possible objectives
- 6.3. Classification proposed by BBDO
- 6.4. Classifications based on mixed criteria
- 6.5. By intended universality of the calculated value
- 6.6. By its nature or origin (academic vs. commercial)
- 6.7. By approach employed (cost, market and income)
- 6.8. By method of determining the proportion of income or revenues attributable to brand
- 6.9. By method of "representing brand risk"
- 6.10. By method of "representing the brand's growth and useful life"
- 7. The Current Situation
- 7.1. General trends in brand valuation
- 7.2. Common errors and misconceptions in brand and intangible asset valuation
- 7.3. Conclusions
- 8. Is Corporate Brand Valuation Possible?
- 8.1. What is "corporate brand," and is it the same as "corporate reputation?"
- 8.2. Why value corporate brands?
- 8.3. Methodological options proposed for corporate brand valuation
- 8.4. Models based on the concept that "corporate brand or reputation" adds value to product brands
- 8.5. Model based on the company value's sensitivity to variations in "corporate brand or reputation" value
- 8.6. CoreBrand's model for measuring the percentage of market capitalization attributable to corporate brand
- 8.7. Conclusions
- 9. The Future Of Brand Valuation
- 9.1. The prospect of methodological consensus: Standardization vs. affinity of applications and methods
- 9.2. Future trends in the supply and demand of brand valuation services
- 9.3. Accounting users: financial officers' discomfort
- 9.4. Marketing specialists: using valuation prudently and founding a new language compatible with finance
- 9.5. Regulators: behind the scenes, but with great confidence
- References
- Index
