Business, Management and Accounting
8 years ago

Brand valuation methods reveal significant differences in determining company worth.

Developments in marketing science: proceedings of the Academy of Marketing Science
Brand Valuation – Comparison of two Valuation Methods
Sasu Tuominen

Paper Summary

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The article compares two methods for valuing brands in a real company. After testing the methods, two different values were found, but they were similar. The study not only looked at the theory behind the methods and the results, but also compared where the information came from, how the valuations were done, and the strengths and weaknesses of each method.