The Valuation of Brands
Noel Penrose
(Interbrand Group plc, London, UK)
Martin Moorhouse
(Ranks Hovis McDougall plc, UK)
1167
Abstract
Recent merger and takeover activity in the branded goods sector has now prompted a number of companies to place formal valuations on their brand assets and include these in their balance sheets. The authors believe brand valuation is an exciting management tool for the measurement of brand performance and other purposes. The article considers possible ways to value brands, brand strength and the use of this valuation.
Keywords
Citation
Penrose, N. and Moorhouse, M. (1989), "The Valuation of Brands", Marketing Intelligence & Planning, Vol. 7 No. 11/12, pp. 30-33. https://doi.org/10.1108/EUM0000000001067
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited