Brand Valuation: An Empirical Study with Special Reference to Indian Car Industry
Thiripurasundari U. () and
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Thiripurasundari U.: Department of Commerce, School of Management, Pondicherry University, Kalapet, Puducherry 605 014, INDIA
Advances In Management, 2011, vol. 4, issue 2
In the dynamic scenario of competitive market and with the increasing concern for quality, brand and brand management have become a core element of the corporate policy. Brand is a distinguishing name and a symbol, logo, trademark, package and design intended to identify the goods or services of either seller or a group of sellers and to differentiate these goods and services from those of competitors and brand loyalty psychic allegiance to the combination of attribute of a branded product focusing on the valuation of brand. Brand valuation has become important in the current business environment. A brand is an index of how strong and successful a firm is. This paper, vividly describes the interbrand method for Brand Valuation to evaluate brand equity of selected car manufacturing units. With the development of the Interbrand method, there is at least a standard that can be used for brand valuation.
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Persistent link: http://EconPapers.repec.org/RePEc:mgn:journl:v:4:y:2011:i:2:a:8
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