Brand's financial valuation
For many companies the most of their value consists of the increase of their brands value. Precisely because of the fact that brands' value determine the value of the company significantly, its management should constantly monitor the capitalization of brand i.e. increase the company's val...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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University of Pristina in Kosovska Mitrovica, Faculty of Economics
2015-01-01
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| Series: | Ekonomski Pogledi |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/1450-7951/2015/1450-79511504047R.pdf |
| Summary: | For many companies the most of their value consists of the increase of their brands value. Precisely because of the fact that brands' value determine the value of the company significantly, its management should constantly monitor the capitalization of brand i.e. increase the company's value regarding increased brand value. In modern 'buyer's economy' parameters determining the company's value evolves. Numerous from the tertiary and quaternary sector companies bases its value on their customers, i.e. clients. In near future, most companies will be evaluated according to the 'size' and the level of development of relationship with customers, as their 'major' asset. In modern accounting theory there is a growing interest for the customer value, i.e. the Customer Life Time Value - CLV, the Customer Relationship as Equity - CRE, Customer Relationship Capital - CRC, Value based marketing - VBM and so on. On the other hand a sharp change in the value creation (from the tangible to intangible assets) influences the growing discrepancy between the value of net assets of the company and its market valuation. The combination of a growing brand's economic importance and the reform of accounting standards had increased the importance of the values that brands adds to the companies. This paper presents the analysis of brand's financial valuation. After the introduction, firstly we described relationship between the brand valuation and company's value. Secondly, we have analyzed in details brand valuation focused on its financial effects, including different approaches and methods. |
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| ISSN: | 1450-7951 2334-7570 |