Valuing Brands and Brand Equity: Methods and Processes

Author(s)

Russell Abratt, Nova Southeastern UniversityFollow
Geoff Bick, University of the Witwatersrand, Johannesburg

Document Type

Article

Publication Title

Journal of Applied Management and Entrepreneurship

ISSN

2326-3709

Publication Date

2003

Abstract/Excerpt

While there has been much research on Branding and Brand Equity in recent years, relatively little has been published on Brand Valuation, despite it being a key managerial issue. This paper reviews the Brand Valuation literature. It highlights Brand Valuation research, the obstacles to Brand Valuation and valuation approaches. The various approaches available for Brand valuation are discussed. Important but neglected issues such as the discount rate, growth rate and useful life are highlighted in the context of valuing brands. Guidelines are provided for managers and a process for valuing brands is suggested.

Volume

8

Issue

1

First Page

21

Last Page

39

Comments

Citation details to be verified.

NSUWorks Citation

Abratt, Russell and Bick, Geoff, "Valuing Brands and Brand Equity: Methods and Processes" (2003). HCBE Faculty Articles. 963.
https://nsuworks.nova.edu/hcbe_facarticles/963