Title: Brand valuation: a comparison of alternative models

Authors: F. Beccacece, E. Borgonovo

Addresses: Department of Decision Sciences, IMQ, Bocconi University, 20135 Viale Isonzo 25, Milano, Italy. ' Department of Decision Sciences, IMQ, Bocconi University, 20135 Viale Isonzo 25, Milano, Italy

Abstract: We propose a brand valuation model, which merges objectivity with robust underlying quantitative structure, thus sharing a direct financial interpretation and providing risk analysis insights. An empirical analysis allows us to compare both numerical results and financial insights derived by analysts from the utilisation of the Hirose Methodology, the Royalty Method and the proposed model.

Keywords: intangibles valuation; brand valuation; Hirose methodology; risk analysis; risk assessment; royalty method.

DOI: 10.1504/IJOR.2009.026537

International Journal of Operational Research, 2009 Vol.6 No.2, pp.247 - 266

Published online: 19 Jun 2009 *

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