Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

Oliver Hupp and Ken Powaga

Journal of Advertising Research, 2004, vol. 44, issue 03, pages 225-231

Abstract: This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand. ABV is a modular approach that integrates common marketing research metrics into financial calculations and meets standards for tax and financial reporting purposes. (Sattler, H., S. H gl, and O. Hupp. Evaluation of the Financial Value of Brands. In ESOMAR, Excellence in International Research 2003, D. S. Fellows, ed. Amsterdam: ESOMAR, 2002.) This tool can be used for strategic decision-making purposes, such as assessing international expansion opportunities or prioritizing the purchase and or sale of brands.

Date: 2004

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Persistent link: http://EconPapers.repec.org/RePEc:cup:jadres:v:44:y:2004:i:03:p:225-231_04

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