Brand valuation : establishing a true and fair view
著者
書誌事項
Brand valuation : establishing a true and fair view
Hutchinson Business Books, 1989
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注記
Bibliography:p. 187
Includes index
内容説明・目次
内容説明
Attempting to be a clear and accessible guide to a complex and increasingly topical subject, this book brings together the views of the leading experts working in the field of brand valuation. In a business climate dominated by merger and acquisition, the value of brands often plays a critical role. But the problem is how do you put a price on a name like Marmite, Smarties or Horlicks, which although mere words, still represent years of costly development and promotion. Brand valuation is a composite issue involving marketing, financial and legal considerations, and this book looks at the leading approaches and should be of interest to marketing strategists, investment bankers, accountants and intellectual property lawyers .
目次
- The benefit of valuing brands
- alternative methods of valuing brands
- an accountancy perspective
- brand valuation and its role in investment banking
- the role of brand valuation in brand licensing
- brands as legal property
- organizing the branding function.
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