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. Copyright © 2009, Inderscience Publishers.
Brand valuation: A comparison of alternative models
BECCACECE, FRANCESCA;BORGONOVO, EMANUELE
2009
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. Copyright © 2009, Inderscience Publishers.
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