Establishing the value of a brand

Jorge Garcia-Gonzalez

This paper provides a brief overview on the importance of brand valuations and the nature of brands in terms of their valuation capabilities.

Establishing The Value Of A Brand

Key steps to determine the economic/financial value and pitfalls to avoid in the process

Jorge GarcaGonzlezJGG Consulting

The Importance of Brand Valuation

As markets globalize, differences between products tend to be erased very fast. The key to maintain and expand valueadded differentials basically rest on the companies that have more and better manage their intangible assets, being brands at the center of this picture. This has been the core reason for many of the recent global mergers and acquisitions, a trend that will surely continue.

For clarification purposes we will use one of...

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