A taxonomy approach to brand value: a matter of logics

Une approche taxonomique de l'évaluation de la marque: une affaire de logiques

Emmanuel Laffort () and Véronique Blum ()
Additional contact information
Emmanuel Laffort: CREG - Centre de recherche et d'études en gestion - UPPA - Université de Pau et des Pays de l'Adour

Post-Print from HAL

Abstract: Assuming that the brand is a polymorphic object (accounting or intangible asset), to which various functions are assigned (reputation carrier – warranties to customers carrier…) as well as a variety of information flow responsibility (signify – announce – differentiate), it follows that there should be many approaches to evaluate it. The present work ambitions to provides cornerstones for a rapprochement between the context of evaluation and the accurate methodologies to address the expected evaluation.

Keywords: Risk; Risques; Méthodes d'évaluation; Contexte; Marque; Evaluation methods; Context; Brand (search for similar items in EconPapers)
Date: 2018
Note: View the original document on HAL open archive server: https://hal.science/hal-03336012v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in La Revue du Financier, 2018, 40 (230-231), pp.43-56

Downloads: (external link)
https://hal.science/hal-03336012v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03336012

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().