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Comparison Of Selected Internationally Recognized Brand Valuation Methods

Author

Listed:
  • Katarina Janoskova

    (University of Zilina, Slovakia)

  • Anna Krizanova

    (University of Zilina, Slovakia)

Abstract

Research background: There are many consultative groups and market research companies on the market that have also brand valuation included in their service portfolios. Such companies tend to adopt their own unique approaches to value brands to face increasing competition, which is also reinforced by the fact that brand constitutes the company's most valuable commercial and intangible assets. The paper compares selected internationally recognized brand valuation methods, using the mathematical statistics apparatus (Pearson and Spearman correlation coefficients), on the sample of 12 global well-known brands (Apple, Google, Microsoft, Coca-Cola, Facebook, Toyota, IBM, Disney, McDonald's, General Electric, Samsung and Amazon). Purpose of the article: The aim is to analyze the brand values and the methods applied for possible deviations, and identify whether they are statistically significant and/or find any statistical correlation, or eventually recognize them as totally different and independent approaches. Methods: The analysis is carried out by pairwise comparison of selected brand values provided by selected consultative companies (Forbes, Interbrand, Brand Finance and Millward Brown). The degree of correlation of brand values provided by respective consultative groups is calculated using the following correlation coefficients: Pearson's correlation coefficient and its modified non-parametric version involving ordinals — Spearman's rank correlation coefficient. Findings & Value added: The analysis proved the highest correlation of the brand values provided by the Forbes and Interbrand; Subsequently, a trend analysis is carried out to determine the development over time, identifying the most striking development in the brand values provided by Millward Brown (BrandZTM) for the period 2013–2016.

Suggested Citation

  • Katarina Janoskova & Anna Krizanova, 2017. "Comparison Of Selected Internationally Recognized Brand Valuation Methods," Oeconomia Copernicana, Institute of Economic Research, vol. 8(1), pages 99-110, March.
    • Handle: RePEc:pes:ieroec:v:8:y:2017:i:1:p:99-110
    DOI: 10.24136/oc.v8i1.7
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    Citations

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    Cited by:

    1. Durana Pavol & Kliestikova Jana & Kovacova Maria, 2019. "The Quality of Brand Products: Expected Attributes vs. Perceived Reality," Economics and Culture, Sciendo, vol. 16(1), pages 98-107, June.
    2. Tetyana Pimonenko & Yuriy Bilan & Jakub Horák & Liudmyla Starchenko & Waldemar Gajda, 2020. "Green Brand of Companies and Greenwashing under Sustainable Development Goals," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    3. Anna Gorska & Grzegorz Mazurek, 2021. "The effect of the CEO media coverage on corporate brand equity: evidence from Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(2), pages 499-523, June.

    More about this item

    Keywords

    brand; brand value; brand valuation; brand valuation method;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General

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