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Valuating Wine Brands Using The Brand Finance Method - A Case Study

Author

Listed:
  • Zdravko Tolusic
  • Sandra Odobasic
  • Marija Tolusic

Abstract

Brand is a specific intangible asset which is nowadays in many companies one of the most important assets, in particular because of the economic and financial effects that brands have. Brands influence not only consumer’s choice, the employees and investors, but also public authorities and the general public. In the world of endless possibilities, such an impact is of utmost importance for market success and will provide added value to shareholders. This is the reason why strategic decision-making of the management is increasingly focused on value growth asset management. Moreover, brands are specific since in many cases they outlive their companies and have a number of different owners during their life-cycle. However, brands have to be not only identified, but also valuated. Various methods are used to valuate brands, and the aim of this paper is to present brand valuation by using brand finance valuation methodology on a case study.

Suggested Citation

  • Zdravko Tolusic & Sandra Odobasic & Marija Tolusic, 2015. "Valuating Wine Brands Using The Brand Finance Method - A Case Study," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 11, pages 1106-1115.
    • Handle: RePEc:osi:journl:v:11:y:2015:p:1106-1115
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    More about this item

    Keywords

    valuating brands; intangible assets; market success; profitability of business; company value;
    All these keywords.

    JEL classification:

    • L6 - Industrial Organization - - Industry Studies: Manufacturing
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • R51 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Regional Government Analysis - - - Finance in Urban and Rural Economies

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