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The International Brand Valuation Manual
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Produktbeschreibungen
Kurzbeschreibung
The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This "one-stop" source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method.
The book:
- Provides a thorough overview of all the tools available for the brand valuation practitioner.
- Offers an informed view on which methodologies are most suitable for different types of applications, and explains why.
- Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves.
- Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.
Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
The book:
- Provides a thorough overview of all the tools available for the brand valuation practitioner.
- Offers an informed view on which methodologies are most suitable for different types of applications, and explains why.
- Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves.
- Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.
Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
Synopsis
A company's brand is perhaps the most important of all intangible assets that need to be valued. "The International Brand Valuation Manual" is a rigorous, state-of-the-art overview of the field of brand valuation, written by an international expert on brand management. It offers a complete, detailed and extensive review of the main brand valuation models in existence today, as well as a coherent evaluation of how these models relate to major trends in theory and practice. This essential resource analyzes the benefits, advantages and disadvantages of the principal valuation methods in practice today, as well as insights into new developments, prospects and trends for the future.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
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THE definitive book on brand valuation and brand valuation methodologies
21. September 2010
Format:Gebundene Ausgabe
This is an absolutely great book on brand valuation. Gabriela Salinas reviews 40 (out of many more) brand valuation models and then dissects each and every one of them and assesses their strengths and weaknesses. She discusses the differences between product brands and corporate brands and how the two are often confused and how the two may or may not be interrelated.
Brand valuation is a very difficult and subjective process and Salinas reminds us that as financiers and marketers we should be seeking ways to find commonalities in valuation techniques even though the process itself is flawed because trying to put a hard number on an inherently "fuzzy" thing, an intangible asset, is an inexact science and will always be the result of subjective assumptions and a bit of guesswork. This book takes one giant step forward toward eliminating much of the guesswork.
Read this book to understand why you should NEVER solely trust one company's or brand consultant's calculation of brand value. This book pulls back the curtain on black box, proprietary methods and explains their strengths and weaknesses.
This book is well researched and footnoted and reflects the best in current thinking in brand valuation methodologies. It brings together the disciplines of Finance and Marketing and presents many formulas so it is not for the financial faint-of-heart but even with no formal background in Finance you will gain an understanding of the bigger picture and the challenges that must be overcome when assigning some value to a brand.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
Brand valuation is a very difficult and subjective process and Salinas reminds us that as financiers and marketers we should be seeking ways to find commonalities in valuation techniques even though the process itself is flawed because trying to put a hard number on an inherently "fuzzy" thing, an intangible asset, is an inexact science and will always be the result of subjective assumptions and a bit of guesswork. This book takes one giant step forward toward eliminating much of the guesswork.
Read this book to understand why you should NEVER solely trust one company's or brand consultant's calculation of brand value. This book pulls back the curtain on black box, proprietary methods and explains their strengths and weaknesses.
This book is well researched and footnoted and reflects the best in current thinking in brand valuation methodologies. It brings together the disciplines of Finance and Marketing and presents many formulas so it is not for the financial faint-of-heart but even with no formal background in Finance you will gain an understanding of the bigger picture and the challenges that must be overcome when assigning some value to a brand.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
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