In 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 for brand valuation methods. Secondly, the extent to which the methods can be applied for the different valuation purposes is also analysed. The two selected methods are the Interbrand model (from Interbrand Zintzmeyer a Lux) and the Brand Equity Evaluator model (from BBDO Consulting).It is now recognised, however, that the value of a business is not only inside of the business, but also in the minds of potential ... PricewaterhouseCoopers (PwC ) and Sattler in 2005, the contribution from brand value to the total value of a company has risen from 56% ... Retrieved on 23rd February 2007 online in the Internet: http://www.markenlexikon.com/d_texte/ pwc_markenbewertung_01_2006.pdf. p.
|Title||:||Methods for Assessing Brand Value|
|Author||:||Tatiana Soto J.|
|Publisher||:||Diplomica Verlag - 2008-04|