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The International Brand Valuation Manual Relié – 14 août 2009
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The book:
– Provides a thorough overview of all the tools available for the brand valuation practitioner.
– Offers an informed view on which methodologies are most suitable for different types of applications, and explains why.
– Acts as an all–in–one source of reference for specialists who advise clients on which methodology to employ, or who are considering adopting one themselves.
– Features case studies and examples from Guinness, PwC, Rolls–Royce, Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust, Cadbury–Schweppes, Kellogg, Coco–Cola, Mercedes, Rolex, among others.
Gabriella Salinas is the Global Brand Manager at Deloitte Touche Tohmatsu, Madrid, Spain.
- Nombre de pages de l'édition imprimée448 pages
- LangueAnglais
- ÉditeurWiley
- Date de publication14 août 2009
- Dimensions15.24 x 3.05 x 22.86 cm
- ISBN-109780470740316
- ISBN-13978-0470740316
Description du produit
Quatrième de couverture
"Brand valuation is one of the most difficult and challenging topics in branding. Gabriela Salinas should be congratulated for providing a thoroughly comprehensive and up–to–date treatment of the subject that will be extremely helpful to both practitioners and academics alike."
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth, author of Strategic Brand Management
"It was high time for someone to provide a general, clear and complete vision of the increasing number of brand valuation methodologies. I am delighted to have such a precise and detailed review written by Gabriela Salinas"
Tim Ambler, Senior Fellow, Marketing Department, London Business School
"This book of Gabriela Salinas is, undoubtedly, the best book on brand valuation. It contains a remarkable review of the most popular methods and pervasive theories on the subject. With extreme clarity, it reveals the limitations of different approaches and suggests improvements for all of them"
Pablo Fernández, Professor of Finance, IESE Business School
Gabriela Salinas has neatly compiled all pertinent information on brand metrics and valuation, and presented us with a comprehensive synopsis of the critical issues in the field of brand valuation today. Managers and specialists alike will find her work intelligent, methodical, and easy to understand and use.
Don Schultz, Professor of Integrated Marketing Communication, Medill School of Journalism, Northwestern University
This work is an impressive mix of marketing and finance, and one of the most comprehensive reviews that I have seen on the topic of brand valuation
Aswath Damodaran, Professor of Finance and David Margolis Teaching Fellow at the Stern School of Business at New York University
The International Brand Valuation Manual by Gabriela Salinas is a detailed worldwide overview of valuation methodologies. She sees considerable growth but little consistency. She finds the royalty Savings method the one that presents the fewest weaknesses relative to others, even though said weaknesses are not small nor minor. She says that one of the greatest sources of conflict is in choosing discount rates. She concludes that the vast majority of valuation specialists views the choice of a discount rate as more of an art than a science, and therefore uses various mechanisms to reflect the brand–specific risk in the discount rate. The book is a worthwhile read for anyone interested in brand valuation.
Shannon Pratt, CEO, Shannon Pratt Valuations, Inc.
Biographie de l'auteur
As Global Brand Manager of Deloitte Touche Tohmatsu, she advises internal and external clients on brand valuation and evaluation related issues. She has a broad international experience, having worked in New York, Buenos Aires, Singapore, London and Madrid for clients such as Bank of America, Repsol YPF, Telefónica, Terra Networks, Bausch & Lomb, Johnson & Johnson, Roca, GM and Great Eastern Life and other international companies on projects involving brand evaluation, brand architecture, brand positioning and brand valuation projects.
Early in her career she specialized in corporate valuation, receiving a Master in Corporate Finance and lecturing on Valuation of Financial Assets . Later on, she focused on the valuation of intangible assets, developing a sound professional career in the field. As she enjoys the academic work, she led several research projects on the field and is now teaching Brand Valuation at the Institute of Intangible Assets in Spain.
She is now a member of the international initiative for the standardization of brand valuation methodologies, ISO/PC 231 International Committee and of the Brand and Valuation Committees of the Institute of Analysis of Intangible Assets.
Détails sur le produit
- ASIN : 0470740310
- Éditeur : Wiley (14 août 2009)
- Langue : Anglais
- Relié : 448 pages
- ISBN-10 : 9780470740316
- ISBN-13 : 978-0470740316
- Poids de l'article : 794 g
- Dimensions : 15.24 x 3.05 x 22.86 cm
- Commentaires client :
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