The Quest for Brand Value

CLADEA, 2006

10 Pages Posted: 4 Feb 2009 Last revised: 12 May 2009

See all articles by Luiz Gustavo Mauro Cardoso

Luiz Gustavo Mauro Cardoso

Faculdade São Luis

Mauro Maia Laruccia

Pontifical Catholic University of Sao Paolo (PUCSP); FUNDACENTRO

Date Written: July 15, 2006

Abstract

The above industry average return, are made by sustainable assets that have the expected economic value that will be created by future investments. So this paper we study the question of brand valuation from an economic value added perspective as a real source of competitive advantage that can be sustained over time.

Keywords: Brand, Valuation, Brand Valuation, and Economic Value Added

Suggested Citation

Cardoso, Luiz Gustavo Mauro and Laruccia, Mauro Maia, The Quest for Brand Value (July 15, 2006). CLADEA, 2006. Available at SSRN: https://ssrn.com/abstract=1337325

Luiz Gustavo Mauro Cardoso

Faculdade São Luis ( email )

Rua Haddock Lobo, 400
São Paulo, 01414-902
Brazil

Mauro Maia Laruccia (Contact Author)

Pontifical Catholic University of Sao Paolo (PUCSP) ( email )

Rua Ministro de Godoi, 969
São Paulo, SP 03138-010
Brazil
+55 11 982867467 (Phone)

FUNDACENTRO ( email )

Rua Capote Valente, Nº 710
São Paulo, 05409-002
Brazil
+55 11 30666093 (Phone)

HOME PAGE: http://www.fundacentro.gov.br/

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