Impact of brand valuation on brand management

The key objective of this study is to explore the effects of different dimensions of brand valuation towards the riginal brand on the evaluation of brand management. Tangible assets (manufacturing assets, land, buildings and financial assets) have always been regarded as the main source of business value. However market conditions in the last uarter of the twentieth century showed that a company’s value is not made up of its tangibles alone. The importance of intangibles, primarily the brand, but also patents, technology and employees has been recognized in the market, which lead to a dramatic shift in the market value of some companies relative to their book value. In spite of the fact that a company’s market value (shareholder value) has increased, brand contribution and its specific value remained unclear and were not specifically quantified. Current accounting standards continue to deal mainly with tangibles to determine a company’s value. In this sense, many wise marketers and brands will seek inspiration from brands that won in the Great Depression. Brand is rarely explicitly and adequately valued and it appears very rarely on financial statements. Even when it does appear, the numbers do not have a universally recognized economic and market foundation. In recent years, an increasing number of companies, agencies, and institutions have been trying to find an adequate brand valuation model. Currently, various models that provide more or less reliable data on brand value are in use. Standardized and dependable brand valuation system is necessary to establish reliably the real value of a company that owns it.

کلیدواژه ها:

brand ، brand valuation ، brand management ، brand value