Publisher's Synopsis
Attempting to be a clear and accessible guide to a complex and increasingly topical subject, this book brings together the views of the leading experts working in the field of brand valuation. In a business climate dominated by merger and acquisition, the value of brands often plays a critical role. But the problem is how do you put a price on a name like Marmite, Smarties or Horlicks, which although mere words, still represent years of costly development and promotion. Brand valuation is a composite issue involving marketing, financial and legal considerations, and this book looks at the leading approaches and should be of interest to marketing strategists, investment bankers, accountants and intellectual property lawyers .
