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Brand Valuation And Measurement Models

In the 1980s, the concept of brand value gained importance along with mergers and acquisitions. With the increasing importance of brand value, many institutions and individuals have tried to find answers to the question of how to make this appraisal. In this study, a screening study was conducted to examine the brand valuation methods in the literature. In this context, firstly the concept of brand value is examined and then brand valuation methods, financial methods, methods based on consumer behavior, mixed methods are discussed under three headings. In this context, under the heading of Financial Methods in the conceptual framework, sub-headings of Cost-Based, Market-Based, Capital-Based and Income-Based Brand Valuation are included. Under the title of Consumer Behavior Based Methods, McKinsey Brand Valuation System, Brand Asset Valuator, BrandDynamics Model and EquiTrend Model subheadings are examined. The Interbrand Method, The Nielsen Company Brand Balance Sheet, Brand Finance Method, BBDO Method and Brand Rating Method are included in the Mixed Methods heading. The process, which started with the companies wanting to measure their own brand values first, provided the development of brand valuation methods financially. In addition to these models, mixed models have been developed by various companies that use both customer behavior and perceptions and financial table data

Brand Value, Brand Value Measurement Models.


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