Contents:

Acknowledgements. Introduction. Chapter 1: The Concept And Relevance Of Brand. 1.1.The Concept Of Brand 14. 1.2 Brand Value. 1.3 The Growing Importance of the Economic Value of Brand. 1.4 Conclusions. Chapter 2: The Origin and Evolution of Valuation Methods. 2.1 The Origin and Evolution of Valuation Methods. 2.2 Conclusions. Chapter 3: Brand Valuation Method and Process. 3.1 Brand Valuation Process. 3.2 Conclusions. Chapter 4: General Approaches to Brand Valuation. 4.1 Cost Approach. 4.2 Market Approach. 4.3 Income Approach. Chapter 5: Brand Valuation Methods and Providers. 5.1 Absolutebrand. 5.2 AC Nielsen: Brand Balance Sheet and Brand Performance. 5.3 AUS Consultants. 5.4 BBDO. 5.5 Brandient. 5.6 Brandeconomics. 5.7 Brand Finance. 5.8 Brandmetrics. 5.9 Consor. 5.10 Damodaran’s Valuation Model. 5.11 Financial World. 5.12 Futurebrand. 5.13 GFK - PWC -Sattler: Advanced Brand Valuation Model. 5.14 Herp’s Model. 5.15 Hirose Model (2002). 5.16 Houlihan Advisors. 5.17 Icon Brand Navigation’s Brand Rating. 5.18 Intangible Business. 5.19 Interbrand. 5.20 Kern’s X-Times Model. 5.21 Baruch Lev’S Intangibles Scoreboard. 5.22 Millward Brown Optimor. 5.23 Motameni and Shahrokhi’s Global Brand Equity Valuation Model. 5.24 Prophet. 5.25 System Repenn. 5.26 Sander’s Hedonic Brand Valuation Method. 5.27 Sattler’s Model. 5.28 Semion. 5.29 Simon and Sullivan’s Stock Price Movements Model. 5.30 Villafañe & Associates’ Competitive Equilibrium Model. 5.31 Trout & Partners. 5.32 Other Brand Valuation Providers And Models. 5.33 Conclusions. Chapter 6: A Taxonomy of Brand Valuation Methods. 6.1 By Use of Financial or Non-Financial Indicators. 6.2 By Application or Possible Objectives. 6.3 Classification Proposed by BBDO. 6.4 Classifications Based on Mixed Criteria. 6.5 By Intended Universality of the Calculated Value. 6.6 By ITS Nature or Origin (Academic vs. Commercial). 6.7 By Approach Employed (Cost, Market and Income). 6.8 By Method of Determining the Proportion of Income or Revenues Attributable to Brand. 6.9 By Method of “Representing Brand Risk”. 6.10. By Method of “Representing the Brand’s Growth and Useful Life”. Chapter 7: The Current Situation. 7.1 General Trends in Brand Valuation. 7.2 Common Errors and Misconceptions in Brand and Intangible Asset Valuation. 7.3 Conclusions. Chapter 8: Is Corporate Brand Valuation Possible? 8.1 What is “Corporate Brand,” and is it the Same as “Corporate Reputation”? 8.2 Why Value Corporate Brands? 8.3 Methodological Options Proposed for Corporate Brand Valuation. 8.4 Models Based on the Concept that “Corporate Brand or Reputation” adds Value to Product Brands. 8.5 Model Based on the Company Value’s Sensitivity to Variations in “Corporate Brand Or Reputation” Value. 8.6 Corebrand’s Model for Measuring the Percentage of Market Capitalization Attributable to Corporate Brand. 8.7 Conclusions. Chapter 9: The Future of Brand Valuation. 9.1 The Prospect of Methodological Consensus: Standardization vs. Affinity of Applications and Methods. 9.2 Future Trends in the Supply and Demand of Brand Valuation Services. 9.3 Accounting Users: Financial Officers’ Discomfort. 9.4 Marketing Specialists: Using Valuation Prudently and Founding a New Language Compatible with Finance. 9.5 Regulators: Behind the Scenes, but with Great Confidence. References

Author

Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation. As Global Brand Manager of Deloitte Touche Tohmatsu, she advises internal and external clients on brand valuation and evaluation related issues. She has a broad international experience, having worked in New York, Buenos Aires, Singapore, London and Madrid for clients such as Bank of America, Repsol YPF, Telefónica, Terra Networks, Bausch & Lomb, Johnson & Johnson, Roca, GM and Great Eastern Life and other international companies on projects involving brand evaluation, brand architecture, brand positioning and brand valuation projects. Early in her career she specialized in corporate valuation, receiving a Master in Corporate Finance and lecturing on “Valuation of Financial Assets”. Later on, she focused on the valuation of intangible assets, developing a sound professional career in the field. As she enjoys the academic work, she led several research projects on the field and is now teaching “Brand Valuation” at the Institute of Intangible Assets in Spain. She is now a member of the international initiative for the standardization of brand valuation methodologies, ISO/PC 231 International Committee and of the Brand and Valuation Committees of the Institute of Analysis of Intangible Assets.