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商品編號： 9-518-086 出版日期： 2018/02/25 作者姓名： Avery, Jill 商品類別： Marketing 商品規格： 25p 再版日期： 2019/10/22 地域： 產業： Apparel accessories;Automotive;Cosmetics;Food & Beverage;Retail & Consumer Goods 個案年度： 2017 - 2017
商品敘述：
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use on an intangible brand asset, yields frustratingly inconsistent, discrepant, and therefore, controversial results. While it is widely accepted that brands are long-lived assets that can contribute significant value to firms over time, there is no consensus on how to value them. This note outlines several different methods for valuing brands and exposes readers to the commercial methods most used by firms. It discusses the opportunities associated with valuing brands as well as the challenges.
涵蓋領域：
Accounting;Advertising;Brand management;Brand valuation;Brand value;Branding;Brands;Finance;Marketing;Marketing strategy;Valuation
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