The Economy of Brands by J. Lindemann

By J. Lindemann

In lots of companies manufacturers account for the vast majority of shareholder price. It is crucial to appreciate how the economic system of manufacturers works and will be exploited to create sustainable price. the aim of this e-book is to enhance and increase the knowledge of the emblem as an monetary asset, to make greater company and funding judgements.

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The third category blends financial and marketing approaches to understand and assess the economic value of brands. These approaches derive a financial sum based on consumer insights and financial analysis. Only a few approaches systematically integrate marketing and financial analyses. The majority is based on brand equity models with an “add on” financial module. The blended approaches use behavioral and perceptive research data to inform financial forecasting (in particular revenue generation) and are among the most sophisticated and complex approaches.

Established brands such as Coca-Cola, Nivea, or Sony would be impossible to replace due to their position in the market place. For fair-value determinations of intangible assets, using a costoriented method plays a subordinate role. It is typically used to value assets to which no cash flows can be assigned. The cost approach is often used to value internally developed software. Thereby the costs that would have to be incurred in order to produce an exact duplicate of the asset (reproduction costs) are considered.

For leading brands such as Coca-Cola, Kellogg’s, or GE it will be impossible to trace all the investments that were made into these brands. However, the main reason why the historic cost approach is not suitable for brands 41 THE ECONOMY OF BRANDS is the fact that there is little relationship between the money that is invested in a brand and its economic value creation. Replacement cost approach The other and more relevant cost approach is the replacement cost approach that values assets based on what it would cost to replace them if they were acquired or recreated today.

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