An ex-ante approach to brand capability valuation

dc.contributor.author	Ratnatunga, J.T.D.
dc.contributor.author	Ewing, M.
dc.date.issued	2009
dc.description.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.
dc.identifier.citation	Journal of Business Research, 2009; 62(3):323-331
dc.identifier.doi	10.1016/j.jbusres.2008.04.003
dc.identifier.issn	0148-2963
dc.identifier.uri	https://hdl.handle.net/1959.8/119811
dc.language.iso	en
dc.publisher	Elsevier
dc.rights	Copyright 2009 Elsevier
dc.source.uri	https://doi.org/10.1016/j.jbusres.2008.04.003
dc.subject	brand value
dc.subject	brand capability
dc.subject	financial valuation metrics
dc.title	An ex-ante approach to brand capability valuation
dc.type	Journal article
pubs.publication-status	Published
ror.mmsid	9915910730901831

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