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The International Brand Valuation Manual: A Complete Overview and Analysis of Brand Valuation Techniques, Methodologies and Applications
John Wiley and Sons Ltd, Aug 2009, Pages: 448
The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method.
The book:
- Provides a thorough overview of all the tools available for the brand valuation practitioner.
- Offers an informed view on which methodologies are most suitable for different types of applications, and explains why.
- Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves.
- Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.
Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
In this book, Gabriela Salinas presents a rigorous, state of the art overview of the field of brand valuation. She provides a complete, detailed and extensive review of the main brand valuation models in existence today, as well as a coherent evaluation of how these models relate to major trends in theory and practice. The aim is to provide brand managers, valuation professional and financial and marketing specialists with a one stop source of the principal valuation methods developed and practiced by various providers and an analysis the benefits, advantages and disadvantages of each of these methods, as well as insights into new developments, prospects and trends for the future. Armed with an understanding of all options available to them, valuation professionals will be in the best position to advise clients on which methodology to employ or adopt.
The book presents a balanced view of the subject where other books in the field lean too heavily on either the marketing or the financial side of the topic. A reader of the original Spanish version of the book states: It goes in such deep detail that anyone could learn to do a valuation, what to do and what not to do, just be reading it.
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