Brand Valuation
Seiten
1990
Random House Business Books (Verlag)
978-0-09-174261-4 (ISBN)
Random House Business Books (Verlag)
978-0-09-174261-4 (ISBN)
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Attempting to be a clear and accessible guide to a complex subject, this book brings together the views of the leading experts working in the field. Brand evaluation is a composite issue involving marketing, financial and legal considerations, and this book looks at the leading approaches.
Attempting to be a clear and accessible guide to a complex and increasingly topical subject, this book brings together the views of the leading experts working in the field of brand valuation. In a business climate dominated by merger and acquisition, the value of brands often plays a critical role. But the problem is how do you put a price on a name like Marmite, Smarties or Horlicks, which although mere words, still represent years of costly development and promotion. Brand valuation is a composite issue involving marketing, financial and legal considerations, and this book looks at the leading approaches and should be of interest to marketing strategists, investment bankers, accountants and intellectual property lawyers .
Attempting to be a clear and accessible guide to a complex and increasingly topical subject, this book brings together the views of the leading experts working in the field of brand valuation. In a business climate dominated by merger and acquisition, the value of brands often plays a critical role. But the problem is how do you put a price on a name like Marmite, Smarties or Horlicks, which although mere words, still represent years of costly development and promotion. Brand valuation is a composite issue involving marketing, financial and legal considerations, and this book looks at the leading approaches and should be of interest to marketing strategists, investment bankers, accountants and intellectual property lawyers .
The benefit of valuing brands; alternative methods of valuing brands; an accountancy perspective; brand valuation and its role in investment banking; the role of brand valuation in brand licensing; brands as legal property; organizing the branding function.
| Erscheint lt. Verlag | 18.1.1990 |
|---|---|
| Zusatzinfo | b&w line drawings |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 153 x 234 mm |
| Gewicht | 466 g |
| Themenwelt | Recht / Steuern ► EU / Internationales Recht |
| Recht / Steuern ► Wirtschaftsrecht ► Urheberrecht | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-09-174261-7 / 0091742617 |
| ISBN-13 | 978-0-09-174261-4 / 9780091742614 |
| Zustand | Neuware |
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