haku: @indexterm VALUATION / yhteensä: 677
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| Tekijä: | Blackett, T. |
| Otsikko: | Brand and trademark valuation - what's happening now |
| Lehti: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 111-113 |
| Asiasana: | BRANDS VALUATION MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The objective of this paper is to bring readers up to date with the most recent developments in the use of brand valuation. After a brief history of the way brands have come to be valued as company assets, the paper then considers some of the implications for the future arising from the way in which brands are now valued. The "brands on the balance sheet" debate has been instrumental in forcing investors, analysts, accountants and indeed management, to focus on those assets which really constitute the true "worth" of many businesses and which are therefore critical to corporate success. |
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