Abstract:

This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands. On the basis of these findings a new brand evaluation approach is introduced. By the consideration of all relevant facets of a brand evaluation, this new method aims to satisfy the requirements of eligible and reliable brand evaluation demands.The emphasis of this approach is the integration of psychological brand strength and the evaluation of strategic options concerning marketing. The proceeding of this approach is underlined by a case study that was carried out in the German beer market.