Impact of financial brand values on firm profitability and firm value of Indian FMCG companies

Abstract

The research paper reviews literature on various brand valuation models and estimates FMCG companies' financial brand values using an appropriate financial brand valuation model in the Indian context. From 2009 to 2018, 26 BSE 500 FMCG companies were sampled. Financial brand value, prestige driver, loyalty driver, extension driver, return on assets, return on equity, stock price, and Tobin's Q were the main variables in the models. Brand value had a contemporaneous effect on stock prices, but its three-year time-lagged effect was negative. The findings have important practical implications for FMCG firms, investors, investment analysts and managers, the government, and policymakers.

Keywords

• Hirose model
• Brand value
• Brand equity
• FMCG brands
• Panel data techniques