Methods for Assessing Brand Value. A Comparison between the Interbrand Model and the BBDO's Brand Eq 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Tatiana Soto J. 作者

BoD

译者

2008-8-8 出版日期

108 页数

GBP 42.50 价格

Paperback

丛书系列

9783836658720 图书编码

Methods for Assessing Brand Value. A Comparison between the Interbrand Model and the BBDO's Brand Eq 在线电子书图书标签: branding

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In today's highly competitive business environment, companies have recognised the increasing importance of brands as one of their most important assets. However, now the discussion is how to measure the value of such an important asset and what makes this valuation important. The purpose of this thesis is the critical comparison between two well-known brand valuation methods in order to choose the one that reflects the monetary value of a brand best possible. For this purpose, the methods are first analysed in relation to their compliance with the requirements for brand valuation methods. Secondly, the extent to which the methods can be applied for the different valuation purposes is also analysed. The two selected methods are the Interbrand model (from Interbrand Zintzmeyer and Lux) and the Brand Equity Evaluator model (from BBDO Consulting).

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