Markenbewertung als Instrument zur wertorientierten Unternehmensführung
Value based management is of great importance in many fields of brand management like controlling, budget allocation, transfer and documentation of brands. This kind of value based management demands the application of brand valuation methods, which are discussed in this article. We define brand value (i.e. brand equity) as the net present value of future incremental cash flows which are related to a brand. The estimation of such kind of brand value can be done in three steps. First, brand specific payments must be separated through isolation of brand-induced from non-brand induced payments. Second, these brand specific payments must be forecast for usually 5, 10 or even more years. Third, the potential of possible brand extensions of the brand to be evaluated must be estimated. After showing several purposes of brand valuation we give a literature review with respect of each of the three steps and show directions for future research.
To our knowledge, this item is not available for
download. To find whether it is available, there are three
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
|Date of creation:||28 Apr 1998|
|Date of revision:|
|Publication status:||published in: Bruhn, M., Lusti, M., Müller, W., Schierenbeck, H., Studer, T. (eds.), Wertorientierte Unternehmensführung|
|Contact details of provider:|| Postal: Carl-Zeiss-Strasse 3, 07743 JENA|
Phone: +049 3641/ 9 43000
Fax: +049 3641/ 9 43000
Web page: http://www.wiwiss.uni-jena.de/index.html
More information through EDIRC
|Order Information:|| Postal: If a paper is not downloadable, please contact the author(s) or the library of University of Jena, not the archive maintainer.|
When requesting a correction, please mention this item's handle: RePEc:jen:jenabe:1998-09. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.