Pablo Fernández. Valuation of brands and intellectual capital

Статья// IESE Business School, December 21, 2001. - 19 стр.In this paper, we revise several methods used for valuing brands. Among them, those of
Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young &
Rubicam and CDB Research & Consulting.Keywords: brand, brand value, brand value drivers, brand equity, intellectual capital, brand valuation, brand valuation
process