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Brand equity valuation: a global perspective

Reza Motameni (Professor of Marketing, Department of Marketing and Logistics, Craig School of Business, California State University‐Fresno, California, USA)
Manuchehr Shahrokhi (Professor of Finance, Department of Finance, Craig School of Business, California State University‐Fresno, California, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 August 1998

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Abstract

Since late 1980s there has been a frenzy of mergers and acquisitions in which brands have played the primary role. It is no longer rare to find offers at a multiple of more than 25 times company earning, or two or three times its share value. In this paper we attempt to reach several objectives. First, the marketing and finance perspectives of brand equity are presented, and their interrelationships are shown. Second, the different measurements of brand equity are presented. Next, a comprehensive model of global brand equity, which we believe is capable of both estimating the brand equity more accurately and show the sources of the equity will be proposed.

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Citation

Motameni, R. and Shahrokhi, M. (1998), "Brand equity valuation: a global perspective", Journal of Product & Brand Management, Vol. 7 No. 4, pp. 275-290. https://doi.org/10.1108/10610429810229799

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MCB UP Ltd

Copyright © 1998, MCB UP Limited