An Update on Brand Value and Brand Valuation: Reasons and Methods

2021 ◽  
pp. 143-148
Author(s):  
Nguyen Xuan Tho
Keyword(s):  
Brand Value ◽  
Brand Valuation

scholarly journals Brand Valuation as an Immanent Component of Brand Value Building and Managing

2015 ◽  
Vol 26 ◽  
pp. 546-552 ◽  
Author(s):  
Jana Majerova ◽  
Tomas Kliestik
Keyword(s):  
Brand Value ◽  
Brand Valuation

Are Brand Value and Firm Value Related? An Empirical Examination

2021 ◽  
pp. 097215092199547
Author(s):  
Rajesh Kumar ◽  
K. S. Sujit ◽  
K. A. Waheed ◽  
Manuel Fernandez
Keyword(s):  
Firm Performance ◽  
Firm Value ◽  
Operating Performance ◽  
Shareholder Wealth ◽  
Brand Value ◽  
Empirical Examination ◽  
Brand Valuation ◽  
Valuation Effects ◽  
Stock Market Performance ◽  
The Impact

This study aims to explore the influence of brand value on firm performance and shareholder wealth creation. This study is based on the top 100 brands ranked by Interbrand. This research article analyses the impact of brand value on firm performance both in terms of stock market performance and operating performance. This study uses panel regression data to understand valuation effects of brands. The results suggest that firms with superior operating performance have higher brand valuation effects. Higher brand valuation is a significant determinant of profitability. Brand quality leads to improved cash flow on account of the likelihood of repurchase. This study establishes the negative relationship between agency conflicts and brand value. The results support the belief that a marketer’s efforts on brand investments are a significant source of value-creating activity.

Analysis of the Ecuadorian government's proposed methodology of brand valuation: application in agricultural sector brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Washington Macias ◽  
Katia Rodriguez ◽  
Flavio Arosemana-Burbano ◽  
Donald Zhangallimbay
Keyword(s):  
Agricultural Sector ◽  
Product Category ◽  
Generalized Least Squares ◽  
Brand Awareness ◽  
Brand Value ◽  
Content Type ◽  
Brand Valuation ◽  
Dependent Variables ◽  
Marketing Variables ◽  
Upper Level

PurposeThe purpose of this work is to analyze a brand valuation methodology proposed by the current Ecuadorian National Service for Intellectual Rights, assessing the relevance of the proposed marketing variables: awareness, associations and evaluation of purchase determinants, and their relationship within the proposed methodology.Design/methodology/approachThe authors used data from surveys of 482 consumers of two agricultural brands in Ecuador (supplies, equipment and services). The authors applied linear multiple regressions estimated by generalized least squares with heteroskedasticity-robust standard errors. “Intention to repurchase” and “recommend” the brands were selected as dependent variables due to their relationship with brand value.FindingsBrand awareness and associations positively influence the two dependent variables. However, the interaction between brand awareness and associations is negative, suggesting that, for the upper level of awareness, associations have no effect over intentions. This result holds for both brands. Brand evaluation of purchase determinants was a significant predictor of intentions only for the brand which belongs to a product category in which the purchase decision process is more extensive and with more effort.Research limitations/implicationsThis study is focused only on agricultural brands, which limits the generalization of the findings.Originality/valueThe agricultural sector is very important in Ecuador due to its contribution to GDP and employment, and the country's position as the fifth exporter of bananas worldwide. Understanding consumer behavior is important for brands and firms' managers in order to preserve or increase brand value, for which a reliable valuation model is useful.

The Research of Chinese Website Brand Value Evaluation System

2012 ◽  
Vol 256-259 ◽  
pp. 2927-2930
Author(s):  
Jie Yu Wei ◽  
Qi Ming Sun
Keyword(s):  
Evaluation System ◽  
Assessment Methods ◽  
Brand Value ◽  
Brand Valuation ◽  
Valuation Methods ◽  
Value Evaluation

Brand is a special, highly integrated value of the assets. It is also that companies dominate the market, a magic weapon to win in the competition. This paper starts from the analysis of the characteristics and limitations of the current brand valuation methods, analyzing the problems and the reasons of the website brand valuation, and making a description of the website brand value evaluation system. Finally this article puts forward the choice of strategy assessment methods.

Benefit Clubs as a Tool for Loyalty Marketing. Study of Brazil’s Main Insurance Companies

2019 ◽  
Vol 10 (3) ◽  
pp. 216-226
Author(s):  
Guaracy Carlos Da Silveira ◽  
◽  
Fernando Augusto Carvalho Dineli Da Costa ◽  
Keyword(s):  
Content Analysis ◽  
Best Practices ◽  
Relationship Marketing ◽  
Insurance Companies ◽  
Brand Value ◽  
Analysis Methodology ◽  
Loyalty Marketing

: This paper considers Relationship Marketing as a business strategic tool and seeks to verify the existence of Benefit Clubs and their structure offered by the major insurance companies in Brazil, analyzing the presence and formatting of the programs. Through the content analysis methodology, we seek to infer its uses for the strengthening of the positioning of these companies. At the end of the paper we compare the best practices identified. The result of the analysis considers the differential obtained by the employment of programs that seek to create brand value and loyalty.

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