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Brand valuation: a comparison of alternative models

Author

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  • F. Beccacece
  • E. Borgonovo

Abstract

We propose a brand valuation model, which merges objectivity with robust underlying quantitative structure, thus sharing a direct financial interpretation and providing risk analysis insights. An empirical analysis allows us to compare both numerical results and financial insights derived by analysts from the utilisation of the Hirose Methodology, the Royalty Method and the proposed model.

Suggested Citation

  • F. Beccacece & E. Borgonovo, 2009. "Brand valuation: a comparison of alternative models," International Journal of Operational Research, Inderscience Enterprises Ltd, vol. 6(2), pages 247-266.
    • Handle: RePEc:ids:ijores:v:6:y:2009:i:2:p:247-266
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    Cited by:

    1. Akhter Mohiuddin Rather, 2012. "Portfolio selection using mean-risk model and mean-risk diversification model," International Journal of Operational Research, Inderscience Enterprises Ltd, vol. 14(3), pages 324-342.

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