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Global Brand Value as a Financial Performance Indicator
Finamatrix, Dec 2010, Pages: 30
This independent research delves into one of the most influential topics in recent times – the use of brand value as a financial performance indicator. A firm’s financial performance is often the outcome of a complex interaction of forces within the firm, as well as with its external environment, and many academics, management executives, and investors alike have tried to understand this complexity and develop indicators which accurately reflect and ultimately predict a firm’s financial performance.
Recognizing the importance of the subject in a time when bottom lines are held in the highest regard, this paper aims to gather a better understanding of the use of company brand value as a financial performance indicator.
In its research methodology, this study involves the use of 17 academic journal papers from 1998 to present. Secondary data was also collected through company annual reports and reports by Interbrand, a leading international brand consultancy which has pioneered the technique for valuing brands in 1984, and has since continued to improve upon the methodology and set the pace for other approaches. Regression models were used to analyse the data.
Research findings suggest that a firm’s brand value does provide an impact on financial performance measured by its total asset turnover, but the same cannot be said for its return on assets. The research results shed light on the reliability of Interbrand’s brand values as proxies for financial performance, and their suitability as tools for making investment decisions.
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