A Conceptual Analysis of Brand Evaluation

Abstract:     
Considering the fact that brands are fundamental assets of any business, this paper analyses, in a conceptual and critical manner, the existent methodologies used to measure the brand as company asset. Several worldwide acknowledged methods are taken into consideration and are comparatively and critically analyzed, emphasizing their specific roles and contextual situations in which are suited, trying to outline the need for a global standardization of the principles regarding brand evaluation.

Keywords: Brand equity, brand evaluation, financial methods, behavioral methods, composite methods, brand monetary value, Interbrand

JEL Classifications: M31

Accepted Paper Series