A conceptual analysis of brand evaluation
AbstractConsidering the fact that brands are fundamental assets of any business, this paper analyses, in a conceptual and critical manner, the existent methodologies used to measure the brand as company asset. Several worldwide acknowledged methods are taken into consideration and are comparatively and critically analyzed, emphasizing their specific roles and contextual situations in which are suited, trying to outline the need for a global standardization of the principles regarding brand evaluation.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 32017.
Date of creation: 2007
Date of revision: 2007
Brand equity; brand evaluation; financial methods; behavioral methods; composite methods; brand monetary value;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, INFORMS, vol. 12(1), pages 28-52.
- Catalin Mihail BARBU & Radu Florin OGARCA & Mihai Razvan Constantin BARBU, 2010. "Branding In Small Business," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, University of Craiova, Faculty of Economics and Business Administration, vol. 0(S1), pages S31-S38, June.
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