Valuation of brands and intellectual capital

Preprint OPEN
Fernández, Pablo;
(2002)
  • Subject: Brand value; brand value drivers; intellectual capital; brand valuation process
    • jel: jel:G12 | jel:G31 | jel:M21

In this paper we review 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. In particular, we analyze in depth the valuations of K... View more
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