HCBE Faculty Articles

Title

Valuing Brands and Brand Equity: Methods and Processes

Document Type

Article

Date

2003

Publication Title

Journal of Applied Management and Entrepreneurship

ISSN or ISBN

2326-3709

Volume

8

Issue

1

First Page

21

Last Page

39

Description

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.

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