Brand Valuation - 18 (1st edition.)

In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset.

They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions.

Yet, brands are a complex intangible asset, and their valuation is a difficult task.

Using rigorous methodologies, an analysis of the world of the new economy and an inquiry into the limits of modern valuation technics, this book offers empirical and theoretical background to the key issue of brand valuation.