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.
International Journal of Operational Research, 2009 Vol.6 No.2, pp.247 - 266
Published online: 19 Jun 2009 *Full-text access for editors Access for subscribers Purchase this article Comment on this article