Methods for assessing brand value [electronic resource] : a comparison between the Interbrand model and the BBDOs Brand Equity Evaluator model / Tatiana Soto J.

Format:

Book

Thesis/Dissertation

Author/Creator:

J., Tatiana Soto.

Series:

MA-Thesis / Master

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products--Valuation.

Brand name products.

Corporate image.

Physical Description:

1 online resource (105 p.)

Place of Publication:

Hamburg : Diplomica Verlag, 2008.

Language Note:

English

Summary:

HauptbeschreibungIn today's highly competitive business environment, companies have recognised the increasing importance of brands as one of their most important assets. However, now the discussion is how to measure the value of such an important asset and what makes this valuation important.The purpose of this thesis is the critical comparison between two well-known brand valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the methods are first analysed in relation to their compliance with the requirements fo

Contents:

Methods for Assessing Brand Value; Table of Contents; List of Abbreviations; List of Figures; List of Tables; 1 Introduction; 2 Foundation of Brand Valuation; 3 Selection of the Comparison Criteria for BrandValuation Methods; 4 Methods for Assessing the Brand Value; 5 Critical Comparison of the Interbrand Model and the Brand Equity Evaluator Model; 6 Resume and Recommendations; Bibliography; Appendix

Notes:

Zugl. Fachhochschule Osnabrück, Osnabrück, Deutschland, MA-Thesis/Master, 2007.

Cover title.

Includes bibliographical references.

ISBN:

3-8366-0872-3

OCLC:

694343273