THE GAINING IMPORTANCE OF BRANDS AND THEIR FINANCIAL VALUE – AN EMPIRIC EVALUATION OF NIKE, INC.’S BRAND VALUE
| Author | : | |
| Rating | : | 4.90 (953 Votes) |
| Asin | : | B073M2XGC8 |
| Format Type | : | |
| Number of Pages | : | 481 Pages |
| Publish Date | : | 2017-02-26 |
| Language | : | English |
DESCRIPTION:
The master thesis is concerned with the question whether an objective and reproducible evaluation of current brand valuation is possible and whether the spread of results is caused by subjectivity or the data accessibility. The spread of values is caused by limited access to data and therefore limited assumptions.. It is obvious that brand valuation is as complex as company valuation but the general understanding of a prominent level of subjectivity does not seem to be appropriate. Intangible assets such as brands have gained impressive importance for companies and represent an important source of value creation. Related to the different published brand values and a confusing amount of valuation methods, the most relevant ones get explained in detail and showcased in an empiric case study with Nike, Inc. The thesis ends with a comparison of the different methods and their results. Methods seem to fulfil all criteria of objectivity and reproducibility. Caused by their value an industry developed around the valuation of brands, with the theoretical roots in classic company valuation methods. Brands have passed the development of other intangible assets and are the most relevant discussed intangible asset