The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications

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9780470740316: The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications
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The International Brand Valuation Manual is a detailed andextensive review of the main brand valuation models. The bookreveals the state of the art in the field of brand valuation andcoherently relates major trends in the theory and practice of brandvaluation. This “one-stop” source is for valuationprofessionals as well as financial and marketing specialists whoneed to have an understanding of the principal valuation methods.Salinas also analyses the respective efficacy, advantages,disadvantages, and prospects for the future for each method.

The book:

- Provides a thorough overview of all the tools available forthe brand valuation practitioner.

- Offers an informed view on which methodologies are mostsuitable for different types of applications, and explains why.

- Acts as an all-in-one source of reference for specialists whoadvise clients on which methodology to employ, or who areconsidering adopting one themselves.

- Features case studies and examples from Guinness, PwC,Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, HansonTrust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex,among others.

Gabriella Salinas is the Global Brand Manager at Deloitte ToucheTohmatsu, Madrid, Spain.

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This work of reference represents a remarkably complete, detailedand extensive review of the main brand valuation models, accuratelydepicting the state of the art in the field of brand valuation andcoherently relating major trends in the theory and practicethereof. It serves as a “one-stop” source for valuationprofessionals as well as financial and marketing specialists,acquainting them with the principal valuation methods developed andpracticed by various providers, and providing carefulconsiderations of their respective efficacy, advantages,disadvantages, and prospects for the future.

"Brand valuation is one of the most difficult and challengingtopics in branding. Gabriela Salinas should be congratulated forproviding a thoroughly comprehensive and up-to-date treatment ofthe subject that will be extremely helpful to both practitionersand academics alike."
Kevin Lane Keller, E.B. Osborn Professor of Marketing, TuckSchool of Business at Dartmouth, author of Strategic BrandManagement

"It was high time for someone to provide a general, clear andcomplete vision of the increasing number of brand valuationmethodologies. I am delighted to have such a precise and detailedreview written by Gabriela Salinas"
Tim Ambler, Senior Fellow, Marketing Department, LondonBusiness School

"This book of Gabriela Salinas is, undoubtedly, the best book onbrand valuation. It contains a remarkable review of the mostpopular methods and pervasive theories on the subject. With extremeclarity, it reveals the limitations of different approaches andsuggests improvements for all of them"
Pablo Fernández, Professor of Finance, IESE BusinessSchool

“Gabriela Salinas has neatly compiled all pertinentinformation on brand metrics and valuation, and presented us with acomprehensive synopsis of the critical issues in the field of brandvaluation today. Managers and specialists alike will find her workintelligent, methodical, and easy to understand anduse.”
Don Schultz, Professor of Integrated Marketing Communication,Medill School of Journalism, Northwestern University

“This work is an impressive mix of marketing andfinance, and one of the most comprehensive reviews that I have seenon the topic of brand valuation”...
Aswath Damodaran, Professor of Finance and David MargolisTeaching Fellow at the Stern School of Business at New YorkUniversity

The International Brand Valuation Manual by Gabriela Salinasis a detailed worldwide overview of valuation methodologies. Shesees considerable growth but little consistency. She finds the“royalty Savings” method “the one that presentsthe fewest weaknesses relative to others, even though saidweaknesses are not small nor minor.” She says that “oneof the greatest sources of conflict” is in choosing discountrates. She concludes that the vast majority of valuationspecialists views the choice of a discount rate as more of an artthan a science, and therefore uses various mechanisms to reflectthe brand-specific risk in the discount rate. The book is aworthwhile read for anyone interested in brand valuation.
Shannon Pratt, CEO, Shannon Pratt Valuations, Inc.

From the Inside Flap:

This book provides:

  • A thorough overview of all the tools available for thebrand valuation practitioner: As a “brand valuationmanual”, the book provides precise tools for practitioners toimplement different valuation approaches in real practice. Itoffers extensive coverage of a vast range of brand valuationmethodologies and providers that exist in the market in order toprovide guidelines for the practitioner when he needs to implementdifferent methodologies.
  • An in-depth analysis of a broad myriad of methodologies,which allows practitioners to understand potential flaws andpitfalls derived from the application of such methods:It is crucial that specialists be familiar with their optionsbefore advising clients on which methodology to employ, or adoptingone themselves.
  • A “one-stop” source of reference to solvepractical implementation doubts for the practitioner: The bookconstitutes a reliable “one-stop” reference book, thatcould efficiently and meaningfully introduce all valuationprofessionals to the various methods developed and practiced allover the world
  • An informed view on the appropriate usage andsuitability of each methodology in relation to different types ofapplications: Currently, with the issue of the new IFRS3, it isessential to understand the advantages, disadvantages andsuitability of different methods in order to estimatefair value.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Condition: New. Language: English. Brand new Book. The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This "one-stop" source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain. Seller Inventory # AAH9780470740316

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Book Description John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Condition: New. Language: English. Brand new Book. The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This "one-stop" source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. The book: - Provides a thorough overview of all the tools available for the brand valuation practitioner. - Offers an informed view on which methodologies are most suitable for different types of applications, and explains why. - Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves. - Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain. Seller Inventory # AAH9780470740316

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