Modelling IT brand values supplied by consultancy service companies: empirical evidence for differences

Autor:	Ángeles Alcaide, Natividad Guadalajara, Elena De La Poza
Jazyk:	angličtina
Rok vydání:	2021
Předmět:	brand rankings brand strength brand value intangible asset net results stock exchange technology sector Economic growth development planning HD72-88 Business HF5001-6182
Zdroj:	Technological and Economic Development of Economy, Vol 27, Iss 1, Pp 120-148 (2021)
Druh dokumentu:	article
ISSN:	2029-4913 2029-4921
DOI:	10.3846/tede.2020.13755
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:	Directory of Open Access Journals
Externí odkaz:	https://doaj.org/article/b7fb16b92ee14283a1dae64b001c3f8a Zobrazit plný text záznamu View record in DOAJ Plný text ve formátu PDF