Brand Valuation in Telecommunications

This paper discusses alternative techniques for the valuation of brands and concludes that a 'brand audit' based approach provides the most realistic method of assessment.

Brand Valuation in Telecommunications

Tom Blackett, Group Deputy Chairman, Interbrand Newell and Sorrell, United Kingdom andJane Reeve,Business Manager, Interbrand Newell and Sorrell, United Kingdom.

 

BRANDS AS INTANGIBLE ASSETS

In todays competitive environment, many companies have come to recognize the value of brands. This is evidenced in a number of ways. Developing new brands is taken more seriously than ever before, the protection of brands and trade mark rights has a higher profile, and old brands that seemed dormant are now being revitalized and extended. The telecommunications industry is no exception. The emergence of branding as...

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