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

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Overview

This book provides:

  • A thorough overview of all the tools available for thebrand valuation practitioner: As a “brand valuationmanual”, the book provides precise tools for practitioners toimplement different valuation approaches in real practice. Itoffers extensive coverage of a vast range of brand valuationmethodologies and providers that exist in the market in order toprovide guidelines for the practitioner when he needs to implementdifferent methodologies.
  • An in-depth analysis of a broad myriad of methodologies,which allows practitioners to understand potential flaws andpitfalls derived from the application of such methods:It is crucial that specialists be familiar with their optionsbefore advising clients on which methodology to employ, or adoptingone themselves.
  • A “one-stop” source of reference to solvepractical implementation doubts for the practitioner: The bookconstitutes a reliable “one-stop” reference book, thatcould efficiently and meaningfully introduce all valuationprofessionals to the various methods developed and practiced allover the world
  • An informed view on the appropriate usage andsuitability of each methodology in relation to different types ofapplications: Currently, with the issue of the new IFRS3, it isessential to understand the advantages, disadvantages andsuitability of different methods in order to estimatefair 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 andmarketing issues, that has earned her a reputation as one of theworld leading experts in the field of brand valuation.

As Global Brand Manager of Deloitte Touche Tohmatsu, she advisesinternal and external clients on brand valuation and evaluationrelated issues. She has a broad international experience, havingworked in New York, Buenos Aires, Singapore, London and Madrid forclients such as Bank of America, Repsol YPF,Telefónica, Terra Networks, Bausch & Lomb, Johnson &Johnson, Roca, GM and Great Eastern Life and other internationalcompanies on projects involving brand evaluation, brandarchitecture, 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 focusedon the valuation of intangible assets, developing a soundprofessional 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 Assetsin Spain.

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

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Table of Contents

LIST OF FIGURES AND TABLES.

FOREWORD.

ACKNOWLEDGEMENTS.

INTRODUCTION.

1 THE CONCEPT AND RELEVANCE OF BRAND.

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 THE ORIGIN AND EVOLUTION OF VALUATION METHODS.

2.1 The Origin and evolution of valuation methods.

2.2 Conclusions.

3 BRAND VALUATION METHOD AND PROCESS.

3.1 Brand valuation process.

3.2 Conclusions.

4 GENERAL APPROACHES TO BRAND VALUATION.

4.1 Cost approach.

4.2 Market approach.

4.3 Income approach.

5 BRAND VALUATION METHODS AND PROVIDERS.

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 EquityValuation 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 BrandPerformance.

5.30 Trout & Partners.

5.31 Villafañe & Associates’ CompetitiveEquilibrium model.

5.32 Other brand valuation providers and models.

5.33 Conclusions.

6 A TAXONOMY OF BRAND VALUATION METHODS.

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 orrevenues attributable to brand.

6.9 By method of "representing brand risk".

6.10 By method of "representing the brand’s growth anduseful life".

7 THE CURRENT SITUATION.

7.1 General trends in brand valuation.

7.2 Common errors and misconceptions in brand and intangibleasset valuation.

7.3 Conclusions.

8 IS CORPORATE BRAND VALUATION POSSIBLE?

8.1 What is "corporate brand," and is it the same as "corporatereputation?"

8.2 Why value corporate brands?

8.3 Methodological options proposed for corporate brandvaluation.

8.4 Models based on the concept that "corporate brand orreputation" adds value to product brands.

8.5 Model based on the company value’s sensitivity tovariations in "corporate brand or reputation" value.

8.6 CoreBrand’s model for measuring the percentage ofmarket capitalization attributable to corporate brand.

8.7 Conclusions.

9 THE FUTURE OF BRAND VALUATION.

9.1 The prospect of methodological consensus: Standardizationvs. affinity of applications and methods.

9.2 Future trends in the supply and demand of brand valuationservices.

9.3 Accounting users: financial officers’ discomfort.

9.4 Marketing specialists: using valuation prudently andfounding a new language compatible with finance.

9.5 Regulators: behind the scenes, but with greatconfidence.

REFERENCES.

INDEX.

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