Establishing the value of a brand

Date of publication: May 12, 2002

Catalogue: Latin America 2002


This paper provides a brief overview on the importance of brand valuations and on the nature of brands in terms of their valuation capabilities. It describes the main methodologies available and the key steps to follow in order to adequately valuate a brand considering both the marketing and the financial frames. It ends with a discussion on some complexities and pitfalls that should be taken into account when performing the valuation task.

Jorge García-González


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