The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications Review

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The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications ReviewThis is an absolutely great book on brand valuation. Gabriela Salinas reviews 40 (out of many more) brand valuation models and then dissects each and every one of them and assesses their strengths and weaknesses. She discusses the differences between product brands and corporate brands and how the two are often confused and how the two may or may not be interrelated.
Brand valuation is a very difficult and subjective process and Salinas reminds us that as financiers and marketers we should be seeking ways to find commonalities in valuation techniques even though the process itself is flawed because trying to put a hard number on an inherently "fuzzy" thing, an intangible asset, is an inexact science and will always be the result of subjective assumptions and a bit of guesswork. This book takes one giant step forward toward eliminating much of the guesswork.
Read this book to understand why you should NEVER solely trust one company's or brand consultant's calculation of brand value. This book pulls back the curtain on black box, proprietary methods and explains their strengths and weaknesses.
This book is well researched and footnoted and reflects the best in current thinking in brand valuation methodologies. It brings together the disciplines of Finance and Marketing and presents many formulas so it is not for the financial faint-of-heart but even with no formal background in Finance you will gain an understanding of the bigger picture and the challenges that must be overcome when assigning some value to a brand.
~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications Overview

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