The International Brand Valuation Manual: A Complete Overview and Analysis of Brand Valuation Techniques, Methodologies and Applications - Hardcover

Gabriela Salinas

Hardcover

ISBN 10: 0470740310 ISBN 13: 9780470740316

Publisher: Wiley, 2009

Synopsis

The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This “one-stop” source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method.

The book:

- Provides a thorough overview of all the tools available for the brand valuation practitioner.

- Offers an informed view on which methodologies are most suitable for different types of applications, and explains why.

- Acts as an all-in-one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves.

- Features case studies and examples from Guinness, PwC, Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.

Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.

About this title

About the Author

Author Information

Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation.

As Global Brand Manager of Deloitte Touche Tohmatsu, Gabriela advises internal and external clients on brand valuation and evaluation related issues. She has a broad international experience, having worked in New York, Buenos Aires, Singapore, London and Madrid for clients such as the Bank of America, Repsol YPF, Telefónica, Terra Networks, Bausch & Lomb, Johnson & Johnson, Roca, GM and Great Eastern Life and other international companies on projects involving brand evaluation, brand architecture, brand positioning and brand valuation projects.

Early in her career Gabriela specialized in corporate valuation, receiving a Master in Corporate Finance and lecturing on 'Valuation of Financial Assets'. Later on, she focused on the valuation of intangible assets, developing a sound professional career in the field. As she enjoys the academic work, she led several research projects on the field and is now teaching 'Brand Valuation' at the Institute of Intangible Assets in Spain.

Gabriela is now a member of the international initiative for the standardization of brand valuation methodologies, ISO/PC 231 International Committee and of the Brand and Valuation Committees of the Institute of Analysis of Intangible Assets.

From the Back Cover

This book provides:

• a thorough overview of all the tools available for the brand valuation practitioner: this 'brand valuation manual' provides precise tools for practitioners to implement different valuation approaches in practice. It offers extensive coverage of a vast range of brand valuation methodologies and providers that exist in the market in order to provide guidelines for practitioners needing to implement different methodologies.
• an in-depth analysis of a broad myriad of methodologies, which allows practitioners to understand potential flaws and pitfalls derived from the application of such methods: It is crucial that specialists be familiar with their options before advising clients on which methodology to employ, or adopting one themselves.
• a 'one-stop' source of reference to solve practical implementation doubts for the practitioner: the book efficiently and meaningfully introduces all valuation professionals to the various methods developed and practiced all over the world.
• an informed view on the appropriate usage and suitability of each methodology in relation to different types of applications: Currently, with the issue of the new IFRS3, it is essential to understand the advantages, disadvantages and suitability of different methods in order to estimate fair value.

"The International Brand Valuation Manual by Gabriela Salinas is a detailed worldwide overview of valuation methodologies. She sees considerable growth but little consistency. She finds the 'royalty Savings' method 'the one that presents the fewest weaknesses relative to others, even though said weaknesses are not small nor minor.' She says that 'one of the greatest sources of conflict' is in choosing discount rates. She concludes that the vast majority of valuation specialists views the choice of a discount rate as more of an art than a science, and therefore uses various mechanisms to reflect the brand-specific risk in the discount rate. The book is a worthwhile read for anyone interested in brand valuation."

Shannon Pratt, CEO, Shannon Pratt Valuations, Inc.

From the Inside Flap

This book provides:

• a thorough overview of all the tools available for the brand valuation practitioner: this 'brand valuation manual' provides precise tools for practitioners to implement different valuation approaches in practice. It offers extensive coverage of a vast range of brand valuation methodologies and providers that exist in the market in order to provide guidelines for practitioners needing to implement different methodologies.
• an in-depth analysis of a broad myriad of methodologies, which allows practitioners to understand potential flaws and pitfalls derived from the application of such methods: It is crucial that specialists be familiar with their options before advising clients on which methodology to employ, or adopting one themselves.
• a 'one-stop' source of reference to solve practical implementation doubts for the practitioner: the book efficiently and meaningfully introduces all valuation professionals to the various methods developed and practiced all over the world.
• an informed view on the appropriate usage and suitability of each methodology in relation to different types of applications: Currently, with the issue of the new IFRS3, it is essential to understand the advantages, disadvantages and suitability of different methods in order to estimate fair value.

"The International Brand Valuation Manual by Gabriela Salinas is a detailed worldwide overview of valuation methodologies. She sees considerable growth but little consistency. She finds the 'royalty Savings' method 'the one that presents the fewest weaknesses relative to others, even though said weaknesses are not small nor minor.' She says that 'one of the greatest sources of conflict' is in choosing discount rates. She concludes that the vast majority of valuation specialists views the choice of a discount rate as more of an art than a science, and therefore uses various mechanisms to reflect the brand-specific risk in the discount rate. The book is a worthwhile read for anyone interested in brand valuation."

Shannon Pratt, CEO, Shannon Pratt Valuations, Inc.

Edition details

• Publisher: Wiley
• Publication date: 2009
• Language: English
• ISBN 10: 0470740310
• ISBN 13: 9780470740316
• Binding: Hardcover
• Edition number: 1
• Number of pages: 448