Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Raggio, R. D. 2010. Brand Value. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
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