The international brand valuation manual [electronic resource] : a complete overview and analysis of brand valuation techniques, methodologies and applications / Gabriela Salinas.

Format:

Book

Author/Creator:

Salinas, Gabriela.

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Valuation.

Physical Description:

1 online resource (450 p.)

Edition:

1st ed.

Place of Publication:

Chichester, West Sussex, England ; Hoboken, N.J. : Wiley, c2009.

Language Note:

English

Summary:

The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This "one-stop" source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thoroug

Contents:

The International Brand Valuation Manual; Contents; List of Figures and Tables; Foreword; Acknowledgements; Introduction; 1: The Concept and Relevance of Brand; 1.1 The concept of brand; 1.1.1 The accounting perspective; 1.1.1.1 The brand as an intangible asset; 1.1.1.2 Non-recognizable intangible assets: Internally generated brands; 1.1.1.3 Trademark, brand and branded business; 1.1.2 The economic perspective; 1.1.2.1 Economic vs. accounting criteria; 1.1.3 The management perspective; 1.1.3.1 Brand and corporate reputation; 1.1.3.2 Brand and visual identity

1.1.4 Brand, intangible assets and intellectual capital - Everyday vocabulary and conflated terms 1.1.4.1 Brand equity and intangible assets; 1.1.4.2 Brand, intangible assets and intellectual capital; 1.2 Brand value; 1.2.1 What is brand value?; 1.2.2 How do brands create value?; 1.3 The growing importance of the economic value of brand; 1.3.1 Business evidence; 1.3.2 Social evidence; 1.3.3 Economic evidence; 1.3.4 Normative and institutional evidence; 1.3.5 Academic evidence; 1.4 Conclusions; 2: The Origin and Evolution of Valuation Methods; 2.1 The origin and evolution of valuation methods

2.1.1 Origins: The series of acquisitions in the 1980's 2.1.2 The first brand valuation: Rank Hovis McDougall; 2.1.3 The accounting conflict generated by brand capitalization; 2.1.4 Rapid development and applications; 2.1.5 Who values brands today?; 2.1.6 How do corporations use this tool?; 2.1.7 How do investment analysts use this information?; 2.1.8 How do other players use this information?; 2.2 Conclusions; 3: Brand Valuation Method and Process; 3.1 Brand valuation process; 3.1.1 What is brand valuation?; 3.1.2 The current debate: Why bother with brand valuation?

3.1.3 The purpose of brand valuation 3.1.3.1 Brand management; 3.1.3.2 Accounting purposes; 3.1.3.3 Internal or external transaction purposes; 3.1.4 Defining the scope of valuation and the concept of brand; 3.1.5 Choosing an appropriate methodology; 3.2 Conclusions; 4: General Approaches to Brand Valuation; 4.1 Cost approach; 4.2 Market approach; 4.3 Income approach; 4.3.1 Price premium; 4.3.2 Royalty savings; 4.3.3 Demand drivers/brand strength analysis; 4.3.4 Comparison of gross margin with that of relevant competitors; 4.3.5 Comparison of operating profit with that of relevant competitors

4.3.6 Comparison with theoretical profits of ageneric product4.3.7 Cash flow or income differences with a benchmark company ("subtraction approach"); 4.3.8 Present value of incremental cash flow (the company's value "with" and "without" brand); 4.3.9 Free cash flow (FCF) less required return on other non-brand-related a ssets; 4.3.10 Excess earnings; 4.3.11 Company valuation less value of net tangible assets; 4.3.12 Real options; 5: Brand Valuation Methods and Providers; 5.1 AbsoluteBrand; 5.2 AUS Consultants; 5.3 BBDO; 5.3.1 Brand Equity Evaluation System (BEES)

5.3.2 Brand Equity Evaluator®

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-119-20640-5

1-283-28251-8

9786613282514

0-470-74581-9

OCLC:

762164126