Stern Steward/Young & Rubicam
The BrandEconomics framework is an approach to brand valuation. It combines the Brand Asset Valuator (BAV) (model 13.6) and the Economic Value Added (EVA) methodology to measure the economic performance of companies. The model is applicable to corporate brands which represent at least 80% of a company's total or business-units sales.
A company, business unit or brand generates EVA when it delivers a return in excess of the cost of capital; EVA is therefore a measure of excess return. Deriving the EVA of a company, business unit or brand involves establishing the revenues, costs...