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The International Brand Valuation Manual

A complete overview and analysis of brand valuation techniques, methodologies and applications

Gabriela Salinas

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John Wiley & Sons img Link Publisher

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

The International Brand Valuation Manual is a detailed andextensive review of the main brand valuation models. The bookreveals the state of the art in the field of brand valuation andcoherently relates major trends in the theory and practice of brandvaluation. This "one-stop" source is for valuationprofessionals as well as financial and marketing specialists whoneed to have an understanding of the principal valuation methods.Salinas also analyses the respective efficacy, advantages,disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available forthe brand valuation practitioner. - Offers an informed view on which methodologies are mostsuitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists whoadvise clients on which methodology to employ, or who areconsidering adopting one themselves. - Features case studies and examples from Guinness, PwC,Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, HansonTrust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex,among others. Gabriella Salinas is the Global Brand Manager at Deloitte ToucheTohmatsu, Madrid, Spain.

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Wirtschaft u. Management, Marketing, Business & Management, Marketing & Sales, Marketing u. Vertrieb