Concept of brand valuation: Does it really add value?

Abstract

The focus of our paper will be to discuss the most important features that the concept of brand valuation faces, to make comparison of current methodologies of brand valuation, and to create conclusions/lessons how brand valuation challenges modern brand management. In the first part we are discussing reasons behind brand valuation, while in the second part we create table with advantages and disadvantages of the six methodologies discussed in the American and international studies. Since there is obvious necessity to adopt single method of valuation in order to have larger absorption of brand value into annual reports, this problem is analyzed in the third part. Fourth and fifth parts are focusing on international aspects of brand valuation and global examples of brand valuations. Finally in the last part, we discuss the most important lessons of brand valuation for the field of brand management.

Keywords

• brand
• valuation
• finance
• marketing
• management