Methods for Assessing Brand Value (PDF)

Inhaltsangabe:Abstract:
In today¿s highly competitive business environment, companies have recognised the increasing importance of brands as one of their most important assets. However, now the discussion is how to measure the value of such an important asset and what makes this valuation important.
The purpose of this thesis is the critical comparison between two well-known brand valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the methods are first analysed in relation to their compliance with the requirements for brand valuation methods. Secondly, the extent to which the methods can be applied for the different valuation purposes is also analysed. The two selected methods are the Interbrand model (from Interbrand Zintzmeyer & Lux) and the Brand Equity Evaluator model (from BBDO Consulting). Inhaltsverzeichnis:Table of Contents:
List of AbbreviationsIV
List of FiguresV
List of TablesVI
1.Introduction1
1.1Background1
1.2Purpose and Structure of the Thesis3
2.Foundation of Brand Valuation6
2.1Importance and Definition of Brand6
2.1.1Importance of Brand6
2.1.2Brand Definition8
2.1.3Brands as Intangible Assets and Generators of Value11
2.2Definition of Brand Value14
2.2.1Financial Approach15
2.2.2Behavioural Approach17
2.2.3Combined financial/behavioural Approach19
3.Selection of the Comparison Criteria for Brand Valuation Methods21
3.1Requirements for Brand Valuation Methods22
3.1.1Methodical Requirements22
3.1.2Covering Content Requirements23
3.1.3Relevance of Result Requirements24
3.2Scopes of Application of Brand Valuation26
3.2.1Internal Scope of Application27
3.2.2External Scope of Application30
4.Methods for Assessing the Brand Value37
4.1Classification of the Methods38
4.1.1Financial-oriented Methods39
4.1.2Behavioural-oriented Methods41
4.1.3Combined financial/behavioural Methods42
4.2Theoretical and Methodological Description of the Methods43
4.2.1Interbrand Brand Value Approach (from Interbrand Zintzmeyer & Lux)43
4.2.1.1Theoretical Foundation44
4.2.1.2Methodological Description46
4.2.2Brand Equity Evaluator Approach (from BBDO)51
4.2.2.1Theoretical Foundation52
4.2.2.2Methodological Description54
5.Critical Comparison of the Interbrand Model and the Brand Equity Evaluator Model59
5.1Contrast of the Theory and Methodology of the Valuation Models59
5.2Compliance with the Requirements for Brand Valuation Methods62
5.2.1Interbrand [...]