I would like to find papers or theses - or in fact any article, if from a business publication - that focused on Brand Valuation methods, and tried to compare different methods or different brands according to the same method.
I teach Brand Management to undergraduates and the Brand Valuation methods is a confusing point; i could never develop anything like a class exercise that would allow me to clarify the matter, and the students feel they can't grasp how exactly do consultants determine a global brand's valuation, nor do they understand the full consequences of such attribution.
I would appreciate any material that could help shed a light on this.
thank you,
Paulo L
Dear Paulo Cravo Lourenço,
You could refer to the following papers related to Brand Evaluation, published by the Emerald Group
1) A. Seetharaman, Zainal Azlan Bin Mohd Nadzir, S. Gunalan, (2001) "A conceptual study on brand valuation", Journal of Product & Brand Management, Vol. 10 Issue: 4, pp.243-256. Available at:
Article A conceptual study on brand valuation
2) Catherine Viot, (2011) "Can brand identity predict brand extensions' success or failure?", Journal of Product & Brand Management, Vol. 20 Issue: 3, pp.216-227. Available at :
Article Can brand identity predict brand extensions' success or failure?
Regards,
Suja R. Nair
I Know this title in portuguese:
📷 📷 📷
Brand DNA Toolkit: aplicação do design em uma metodologia de branding
Hi Paulo,
I always find some useful info from UKessays.com, you might check it out.
https://www.ukessays.com/search.php?q=brand+valuation
Battersby, G. J., Grimes, C. W. (2016). Licensing Royalty Rates: 2016 Edition. New York, NY: Wolters Kluwer.
Degnan, S. A., Horton, C. (1997). A survey of licensed royalties. Les Nouvelles (June 1997), 91–96.
Keller, K. L. (2013) Strategic brand management: Building, measuring, and managing brand equity. Massachusetts, Boston: Pearson.
Parr, R. L. (2018). Intellectual property. Hoboken, New Jersey: John Wiley & Sons.
Salinas, G., Ambler, T. (2009). A taxonomy of brand valuation practice: Methodologies and purposes. Journal of Brand Management 1(17), 39-61.
Janoskova, K., & Krizanova, A. (2017). Comparison of selected internationally recognized brand valuation methods. Oeconomia Copernicana, 8(1), 99-110.
Mellen, C. M., Evans, F. C. (2018). Valuation for M & A: Building and measuring private company value. Hoboken, New Jersey: John Wiley & Sons.
Reilly, R. F., Schweihs, R. P. (2014). Guide to intangible asset valuation. New York, NY: AICPA.
Rubio, G., Manuel, C. M., Pérez-Hernández, F. (2016). Valuing brands under royalty relief methodology according to international accounting and valuation standards. European Journal of Management and Business Economics, 2(25), 76-87.
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