Part 1. Marketing Strategy
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. 1.
- 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.
- brand value;
- intangible asset;
- financial valuation methodologies;
- brand licensing;
- brand securitization;
- brand equity