In this paper, two different brand valuation methods are tested in a case company. As a result of the applications, two different values are determined. The values may be seen of the same order. In addition to the theoretical assumptions and the outcomes of the valuation, also source information, valuation processes as well as the different strengths and weaknesses of the methods are compared.
CITATION STYLE
Tuominen, S. (2015). Brand Valuation – Comparison of two Valuation Methods. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 128–132). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_67
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