Open AccessMODELLING IT BRAND VALUES SUPPLIED BY CONSULTANCY SERVICE COMPANIES: EMPIRICAL EVIDENCE FOR DIFFERENCES
Author(s) -
Ángeles Alcaide,
M. Natividad Guadalajara Olmeda,
Elena de la Poza
Publication year - 2020
Publication title -
technological and economic development of economy
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.634
H-Index - 47
eISSN - 2029-4921
pISSN - 2029-4913
DOI - 10.3846/tede.2020.13755
Subject(s) - business , valuation (finance) , brand equity , publication , brand management , marketing , consistency (knowledge bases) , advertising , accounting , mathematics , geometry
Brands are the most precious intangible companies’ assets. Company managers need to know their brand value and the aspects determining it. As no transparent brands market exists, the main objective of this study was to model brand values that the world’s main valuation consultants publish. The obtained results indicate that 80% of the value of these brands is accounted for by both the net results of the companies that own brands and their value on the Stock Exchange. These results allow brand values to be estimated using quantitative and objective information by simple methods, unlike those used by valuation consultants. Moreover, one temporal analysis and another for different industries confer these outcomes consistency.