The Economic Evaluation of the Brand in Insurance Companies

Vincenzo Sanguigni ()
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Vincenzo Sanguigni: University of Naples Parthenope

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 106-114 from Springer

Abstract: Abstract After having explained the reference principles in the economic valuation of a brand, we proceed with the identification of the components of the value of a brand and the synthetic analysis of the valuation methods (classified in methods based on differential benefits, on the performance of market and costs.) The paper concludes with an indication of the most appropriate methodology for evaluating the brand of an insurance company which, as often happens, operates in multi-business contexts.

Keywords: Brand equity; Valuation methods; Insurance sector; Multi business (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_14

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DOI: 10.1007/978-3-031-06581-1_14

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