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Assessing Brand Value

In: Brand Power

Author

Listed:
  • Michael Birkin

Abstract

The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount rate which needs to be applied to these earnings to take account of inflation and risk.

Suggested Citation

  • Michael Birkin, 1994. "Assessing Brand Value," Palgrave Macmillan Books, in: Paul Stobart (ed.), Brand Power, chapter 12, pages 209-223, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-12840-2_13
    DOI: 10.1007/978-1-349-12840-2_13
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    Citations

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    Cited by:

    1. V. Srinivasan & Chan Su Park & Dae Ryun Chang, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Management Science, INFORMS, vol. 51(9), pages 1433-1448, September.
    2. Josef Malý & Ondřej Machek, 2012. "Valuating copyrights as fundamental elements of corporate identity," Ekonomika a Management, Prague University of Economics and Business, vol. 2012(4), pages 15-24.
    3. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    4. Srinivasan, V. Seenu & Park, Chan Su & Chang, Dae Ryun, 2005. "An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources," Research Papers 1685r2, Stanford University, Graduate School of Business.

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