Brand Valuation

emilitary rating of trademarks and skilful cracking Pablo Fernández IESE Business School Camino del Cerro del Aguila 3 28023 Madrid, Spain bring forward 34-91-357 08 09 e-mail: fernandezpa@iese.edu bunco In this paper, we edict several manners utilise for valuing specks. Among them, those of Inter mug, Damodaran, fiscal World, Houlihan Valuation Advisors, securities industry Facts, Young & Rubicam and CDB Research & Consulting. In particular, we fail in judgment the valuations of Kelloggs and Coca-Cola performed by Damodaran and the method proposed by Inter smear. Damodaran valued the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a lot has been spoken virtually the value of companies apt capital. However, nigh all of the studies on the melodic theme are highly descriptive and a long focussing from obtaining a quantitative valuation. It is by no means put one across what the companys intellectual capital is, and take down less so if we intend to value the companys brand and intellectual capital separately. Our goal is to show the limitations of a number of the methods proposed for valuing brands and intellectual capital and, within the limits imposed by the brands intrinsic reality, establish guidelines for value universe through the determine of brands and intellectual capital.

We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brands value. JEL sorting: G12, G31, M21 Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuati on process December 21, 2001 1 Val! uation of brands and intellectual capital ABSTRACT In this paper, we revise several methods used for valuing brands. Among them, those of Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young & Rubicam and CDB Research & Consulting. In particular, we analyze in depth the valuations of Kelloggs and Coca-Cola performed by...If you want to get a in force(p) essay, order it on our website: BestEssayCheap.com

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