Standard Article

Brand Value

Part 1. Marketing Strategy

  1. Randle D. Raggio

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01005

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Raggio, R. D. 2010. Brand Value. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Louisiana State University, Baton Rouge, LA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Brand value, the sale or replacement price of a brand, is considered from the perspective of a firm that owns, potentially owns, or uses a brand. Two levels of brand value are identified: current and appropriable, along with strategies for chasing appropriable value. Valuation approaches and uses of brand valuations are discussed.

Keywords:

  • brand value;
  • intangible asset;
  • financial valuation methodologies;
  • brand licensing;
  • brand securitization;
  • brand equity