Assessing Brand Value

Michael Birkin

Chapter 12 in Brand Power, 1994, pp 209-223 from Palgrave Macmillan

Abstract: Abstract The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount rate which needs to be applied to these earnings to take account of inflation and risk.

Keywords: Discount Rate; Cash Flow; Trade Mark; Future Earning; Brand Management (search for similar items in EconPapers)
Date: 1994
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DOI: 10.1007/978-1-349-12840-2_13

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