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Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

Published online by Cambridge University Press:  31 January 2005

OLIVER HUPP  and
KEN POWAGA
OLIVER HUPP
Affiliation:
GfK Markforschung, oliver.hupp@gfk.de
KEN POWAGA
Affiliation:
GfK Custom Research Inc., Kpowaga@gfkcustomresearch.com
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Abstract

This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand. ABV is a modular approach that integrates common marketing research metrics into financial calculations and meets standards for tax and financial reporting purposes. (Sattler, H., S. Högl, and O. Hupp. “Evaluation of the Financial Value of Brands.” In ESOMAR, Excellence in International Research 2003, D. S. Fellows, ed. Amsterdam: ESOMAR, 2002.) This tool can be used for strategic decision-making purposes, such as assessing international expansion opportunities or prioritizing the purchase and/or sale of brands.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 3 , September 2004 , pp. 225 - 231
Copyright
© Copyright © 1960-2004, The ARF

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References

REFERENCES

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Sattler, H., S. Högl, and O. Hupp. “Evaluation of the Financial Value of Brands.” In ESOMAR, Excellence in International Research 2003, D.S. Fellows, ed. Amsterdam: ESOMAR, 2002.