BRAND VALUATION: A PRACTICAL APPROACH
CONTENTS
1. Introduction and Overview
  • Definitions and Concepts
  • Types of Assets
  • What Is a Brand?
  • What Is behind the Brand?
  • But, Is it the Brand?
  • The Need for Comparisons
2. The Meaning of Value
  • Aims and Objectives of valuation
  • Book Value Issues
  • Why Should Market Value be Preferred?
  • Defining Market Value
  • Availability of Market Data
  • Why do we need Valuations?
  • Some Basic Problems with Valuation
  • Valuation Is not Objective
  • Valuation Is not Precise
  • Valuation Have A Use-by-date
  • Quantitative Methods Do Not Necessarily Produce Better Or More Accurate Valuations
3. The Business Investment Environment
  • Overview
  • The Market Environment
  • Accounting and Financial Reporting
  • General Analytical Requirements
  • Industry Sector Analysis
  • Some Basic Analytical Measures
  • Statistical Measures
  • Econometric Models
  • Financial Measures
  • Investment Risk
  • The CAPM Model
5. Discounted Cash Flow Methodology
  • Overview
  • Why Use DCF?
  • The DCF Model
  • Discount Rate
  • An Alternative Approach
  • Applying DCF to Brand Valuation
  • The Procedure
4. Valuation Methodology: Application, Strengths and weaknesses
  • Valuation Choices
  • Value Determinants
  • Cost Methods
  • Royalty Substitution Methods
  • Comparison Approaches
  • Market Comparison
  • Comparing Using Multiples
  • Comparing Net Profits
6. Review and Extensions
  • Review
  • A Forecasting Primer
  • Getting Started
  • The Runs Test
  • Trends
  • Seasonal Effects
  • Cycles and More
  • Some Basic Statistical Measures
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