Brand Equity & Valuation

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 11 in Brand Management, 2026, pp 205-224 from Springer

Abstract: Abstract In today’s market, intangible assets make up the vast majority of corporate value. As of 2020, intangibles assets represented 90% of the total assets of S&P 500 companies (Ocean Tomo, 2020). Among these, brands are recognized as one of the most critical intangible assets (Burmann et al., 2009).

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_11

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