A taxonomy of brand valuation practice: Methodologies and purposes

  • Salinas G
  • Ambler T
  • 105

    Readers

    Mendeley users who have this article in their library.
  • 29

    Citations

    Citations of this article.

Abstract

Brands can be valued using a variety of techniques. Like any tool, each technique may be suitable for some purposes and not for others. This article classifi es brand valuation methodologies according to the approaches and premises they adopt and their suitability for different types of applications. The article only considers fi nancial brand valuation, not other forms of brand equity measurement. We indicate some fl aws in valuation methodologies either in general or for particular purposes. Classifi cation is complicated by specialist fi rms seeking to differentiate methodologies ( ‘ proprietary models ’ ) for their own marketing purposes. Much of this differentiation is little more than re-labelling. The methods of brand valuation, and their specialist providers, garnered from the literature may represent many more around the world. On the other hand, our net was suffi ciently large to be confi dent that all the main approaches have been captured. After removing the theoretic methods that do not appear to be used in practice, we were left with a short list of practical methods that we analyse and classify. This article sets out to map this jungle to assist practitioners and academics in assessing the alternative techniques

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Gabriela Salinas

  • Tim Ambler

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free