Sunday, May 5, 2013

Brand Valuation

evaluation of trademarks and quick big(p) Pablo Fernández IESE commercial enterprise School Camino del Cerro del Aguila 3 28023 Madrid, Spain crop forward 34-91-357 08 09 e-mail: fernandezpa@iese.edu con game In this paper, we revise some(prenominal) manners utilise for valuing imperfections. Among them, those of Interbrand, Damodaran, fiscal World, Houlihan evaluation Advisors, Market Facts, unsalted & Rubicam and CDB interrogation & Consulting. In particular, we go in depth the valuations of Kelloggs and Coca-Cola performed by Damodaran and the method proposed by Interbrand. Damodaran cherishd the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a softwood has been spoken about the treasure of companies quick swell. However, nigh all(prenominal) of the studies on the subject be highly descriptive and a long way from obtaining a quantitative valuation. It is by no means clear what the companys intellectual capital is, and take bulge less so if we hold still for to prise 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 intrinsical reality, establish guidelines for value initiation through the study of brands and intellectual capital.
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We also propose a scheme for identifying brand value drivers, that is, the parameters influencing the brands value. JEL choose: G12, G31, M21 Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation process declination 21, 2001 1 Valuation of brands and intellectual capital snatch In this paper, we revise some(prenominal) 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 call for to get a in force(p) essay, order it on our website: Ordercustompaper.com

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