Modelling it brand values supplied by consultancy service companies: empirical evidence for differences
| Autor: | Natividad Guadalajara, Elena De la Poza, Ángeles Alcaide |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
ECONOMIA APLICADA
HF5001-6182 Economic growth development planning Brand value Intangible asset Brand strength Stock exchange 0502 economics and business Business Brand equity Net results Empirical evidence Service (business) Business administration 05 social sciences Brand rankings ECONOMIA SOCIOLOGIA Y POLITICA AGRARIA HD72-88 050211 marketing ECONOMIA FINANCIERA Y CONTABILIDAD Technology sector 050203 business & management Finance |
| Zdroj: | Technological and Economic Development of Economy; Vol 27 No 1 (2021); 120-148 RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia instname Technological and Economic Development of Economy, Vol 27, Iss 1, Pp 120-148 (2021) |
| ISSN: | 2029-4921 2029-4913 |
| Popis: | Brands are the most precious intangible companies’ assets. Company managers need to know their brand value and the aspects determining it. As no transparent brands market exists, the main objective of this study was to model brand values that the world’s main valuation consultants publish. The obtained results indicate that 80% of the value of these brands is accounted for by both the net results of the companies that own brands and their value on the Stock Exchange. These results allow brand values to be estimated using quantitative and objective information by simple methods, unlike those used by valuation consultants. Moreover, one temporal analysis and another for different industries confer these outcomes consistency. First published online 18 December 2020 |
| Databáze: | OpenAIRE |
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