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Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

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  • HUPP, OLIVER
  • POWAGA, KEN

Abstract

This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand. ABV is a modular approach that integrates common marketing research metrics into financial calculations and meets standards for tax and financial reporting purposes. (Sattler, H., S. Högl, and O. Hupp. “Evaluation of the Financial Value of Brands.†In ESOMAR, Excellence in International Research 2003, D. S. Fellows, ed. Amsterdam: ESOMAR, 2002.) This tool can be used for strategic decision-making purposes, such as assessing international expansion opportunities or prioritizing the purchase and/or sale of brands.

Suggested Citation

  • Hupp, Oliver & Powaga, Ken, 2004. "Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 225-231, September.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:225-231_04
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    Cited by:

    1. Rajesh Kumar Bhaskaran & Koyilathumpaday Sukumaran Sujit & Kareem Abdul Waheed, 2023. "Linkage Between Brand Value and Firm Performance: An Empirical Examination Using Fuzzy Set Qualitative Comparative Analysis," SAGE Open, , vol. 13(3), pages 21582440231, August.
    2. Balcerzak, Adam P. & Zinecker, Marek & Skalický, Roman & Rogalska, Elżbieta & Doubravský, Karel, 2023. "Technology-oriented start-ups and valuation: A novel approach based on specific contract terms," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    3. Teresa Ruão & Sandra Marinho & Sara Balonas & Ana Duarte Melo & Ana Isabel Lopes, 2016. "Brand Management at a Local Scale: A Case of ‘Ghost Awareness’," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 179-193, April.

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