The International Brand Valuation Manual

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.

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.