The International Brand Valuation Manual: A Complete Overview and Analysis of Brand Valuation Techniques and Methodologies and Their Applications

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9780470740316: The International Brand Valuation Manual: A Complete Overview and Analysis of Brand Valuation Techniques and Methodologies and Their Applications

Book by Salinas Gabriela

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Reseña del editor:

The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This "one-stop" source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. 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.

Contraportada:

This work of reference represents a remarkably complete, detailed and extensive review of the main brand valuation models, accurately depicting the state of the art in the field of brand valuation and coherently relating major trends in the theory and practice thereof. It serves as a "one-stop" source for valuation professionals as well as financial and marketing specialists, acquainting them with the principal valuation methods developed and practiced by various providers, and providing careful considerations of their respective efficacy, advantages, disadvantages, and prospects for the future.

"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 Fernandez, 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.

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Gabriella Salinas
Editorial: John Wiley and Sons Ltd, United Kingdom (2009)
ISBN 10: 0470740310 ISBN 13: 9780470740316
Nuevos Tapa dura Cantidad: 10
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The Book Depository
(London, Reino Unido)
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Descripción John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Estado de conservación: New. 230 x 152 mm. Language: English . Brand New Book. The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This one-stop source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. 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. Nº de ref. de la librería AAH9780470740316

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Gabriella Salinas
Editorial: John Wiley and Sons Ltd, United Kingdom (2009)
ISBN 10: 0470740310 ISBN 13: 9780470740316
Nuevos Tapa dura Cantidad: 10
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The Book Depository US
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Descripción John Wiley and Sons Ltd, United Kingdom, 2009. Hardback. Estado de conservación: New. 230 x 152 mm. Language: English . Brand New Book. The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand valuation. This one-stop source is for valuation professionals as well as financial and marketing specialists who need to have an understanding of the principal valuation methods. Salinas also analyses the respective efficacy, advantages, disadvantages, and prospects for the future for each method. 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. Nº de ref. de la librería AAH9780470740316

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ISBN 10: 0470740310 ISBN 13: 9780470740316
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Descripción Estado de conservación: New. This item is Print on Demand - Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería POD_9780470740316

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Descripción John Wiley and#38; Sons, 2009. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FW-9780470740316

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Descripción John Wiley & Sons 2009-08-14, 2009. Estado de conservación: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Nº de ref. de la librería NU-LBR-00488649

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Descripción Wiley 2009-08-14, Chichester, 2009. hardback. Estado de conservación: New. Nº de ref. de la librería 9780470740316

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Descripción Wiley John & Sons Aug 2009, 2009. Buch. Estado de conservación: Neu. 279x224x54 mm. Neuware - Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation. 448 pp. Englisch. Nº de ref. de la librería 9780470740316

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Descripción Wiley John & Sons Aug 2009, 2009. Buch. Estado de conservación: Neu. 279x224x54 mm. Neuware - Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation. 448 pp. Englisch. Nº de ref. de la librería 9780470740316

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Gabriela Salinas
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ISBN 10: 0470740310 ISBN 13: 9780470740316
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Descripción Wiley John & Sons Aug 2009, 2009. Buch. Estado de conservación: Neu. 279x224x54 mm. Neuware - Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation. 448 pp. Englisch. Nº de ref. de la librería 9780470740316

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Gabriela Salinas
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Descripción Wiley John & Sons Aug 2009, 2009. Buch. Estado de conservación: Neu. 279x224x54 mm. Neuware - Gabriela Salinas has a very uncommon professional profile, with deep understanding of strategic, accounting, financial and marketing issues, that has earned her a reputation as one of the world leading experts in the field of brand valuation. 448 pp. Englisch. Nº de ref. de la librería 9780470740316

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