The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications / Edition 1

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This book provides:

  • A thorough overview of all the tools available for the brand valuation practitioner: As a “brand valuation manual”, the book provides precise tools for practitioners to implement different valuation approaches in real practice. It offers extensive coverage of a vast range of brand valuation methodologies and providers that exist in the market in order to provide guidelines for the practitioner when he needs to implement different methodologies.
  • An in-depth analysis of a broad myriad of methodologies, which allows practitioners to understand potential flaws and pitfalls derived from the application of such methods: It is crucial that specialists be familiar with their options before advising clients on which methodology to employ, or adopting one themselves.
  • A “one-stop” source of reference to solve practical implementation doubts for the practitioner: The book constitutes a reliable “one-stop” reference book, that could efficiently and meaningfully introduce all valuation professionals to the various methods developed and practiced all over the world
  • An informed view on the appropriate usage and suitability of each methodology in relation to different types of applications: Currently, with the issue of the new IFRS3, it is essential to understand the advantages, disadvantages and suitability of different methods in order to estimate fair value.
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Product Details

  • ISBN-13: 9780470740316
  • Publisher: Wiley
  • Publication date: 10/12/2009
  • Edition number: 1
  • Pages: 448
  • Product dimensions: 6.20 (w) x 9.00 (h) x 1.30 (d)

Meet the Author

Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation.

As Global Brand Manager of Deloitte Touche Tohmatsu, she advises internal and external clients on brand valuation and evaluation related issues. She has a broad international experience, having worked in New York, Buenos Aires, Singapore, London and Madrid for clients such as Bank of America, Repsol YPF, Telefónica, Terra Networks, Bausch & Lomb, Johnson & Johnson, Roca, GM and Great Eastern Life and other international companies on projects involving brand evaluation, brand architecture, brand positioning and brand valuation projects.

Early in her career she specialized in corporate valuation, receiving a Master in Corporate Finance and lecturing on “Valuation of Financial Assets”. Later on, she focused on the valuation of intangible assets, developing a sound professional career in the field. As she enjoys the academic work, she led several research projects on the field and is now teaching “Brand Valuation” at the Institute of Intangible Assets in Spain.

She is now a member of the international initiative for the standardization of brand valuation methodologies, ISO/PC 231 International Committee and of the Brand and Valuation Committees of the Institute of Analysis of Intangible Assets.

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Table of Contents






1.1 The concept of brand.

1.2 Brand value.

1.3 The growing importance of the economic value of brand.

1.4 Conclusions.


2.1 The Origin and evolution of valuation methods.

2.2 Conclusions.


3.1 Brand valuation process.

3.2 Conclusions.


4.1 Cost approach.

4.2 Market approach.

4.3 Income approach.


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 (System Repenn).

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.


6.1 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".


7.1 General trends in brand valuation.

7.2 Common errors and misconceptions in brand and intangible asset valuation.

7.3 Conclusions.


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.


9.1 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.



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