An ex-ante approach to brand capability valuation
Date
2009
Authors
Ratnatunga, J.T.D.
Ewing, M.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
Journal of Business Research, 2009; 62(3):323-331
Statement of Responsibility
Conference Name
Abstract
There are numerous financial metrics available in the academic and commercial world to estimate brand value. In the context of mergers and acquisitions, managers often use such metrics when purchasing or selling brands. However, the measurement of brand equity in a going-concern has received scant attention in the academic literature. The well-known Interbrand™ approach is an ex-post calculation of brand value. This paper extends Interbrand's brand strength valuation model by developing an ex-ante approach to guide managers in their budgeting and strategic decision-making processes geared towards building brand value. It then empirically tests the model in a company with an internationally recognized brand. Crown Copyright 2008 Published by Elsevier Inc. All rights reserved.
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright 2009 Elsevier