TY  - JOUR
AB  - 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.
VL  - 7
IS  - 4
SN  - 1061-0421
DO  - 10.1108/10610429810229799
UR  - https://doi.org/10.1108/10610429810229799
AU  - Motameni Reza
AU  - Shahrokhi Manuchehr
PY  - 1998
Y1  - 1998/01/01
TI  - Brand equity valuation: a global perspective
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 275
EP  - 290
Y2  - 2024/04/25
ER  -