Methods for Assessing Brand Value - Soto J., Tatiana
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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.…mehr

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Produktbeschreibung
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 & Lux) and the Brand Equity Evaluator model (from BBDO Consulting).
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Autorenporträt
Tatiana Soto, Abschluss 1996 als Diplom Kauffrau, Studium der Betriebswirtschaftslehre and der Universität ¿Mcal. Antonio José de Sucre¿,Bolivien. Abschluss 2007 als Master in International Management and Business, Masterstudiengang and der Fachhochschule Osnabrück, Schwerpunkte: Strategisches Marketing, Produkt- und Innovationsmanagement, Markenführung und Kommunikation und Supply Chain Management.