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The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications Hardcover – September 15, 2009

ISBN-13: 978-0470740316 ISBN-10: 0470740310 Edition: 1st

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Product Details

  • Hardcover: 448 pages
  • Publisher: Wiley; 1 edition (September 15, 2009)
  • Language: English
  • ISBN-10: 0470740310
  • ISBN-13: 978-0470740316
  • Product Dimensions: 9 x 6.3 x 1.2 inches
  • Shipping Weight: 1.7 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #830,450 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

This book provides:
  • A thorough overview of all the tools available for the brand valuation practitioner: As a “brand valuation manual”, the book provides precise tools for practitioners to implement different valuation approaches in real practice. It offers extensive coverage of a vast range of brand valuation methodologies and providers that exist in the market in order to provide guidelines for the practitioner when he needs to implement different methodologies.
  • An in-depth analysis of a broad myriad of methodologies, which allows practitioners to understand potential flaws and pitfalls derived from the application of such methods: It is crucial that specialists be familiar with their options before advising clients on which methodology to employ, or adopting one themselves.
  • A “one-stop” source of reference to solve practical implementation doubts for the practitioner: The book constitutes a reliable “one-stop” reference book, that could efficiently and meaningfully introduce all valuation professionals to the various methods developed and practiced all over the world
  • An informed view on the appropriate usage and suitability of each methodology in relation to different types of applications: Currently, with the issue of the new IFRS3, it is essential to understand the advantages, disadvantages and suitability of different methods in order to estimate fair value.

From the Back Cover

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 Fernández, 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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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By The Marketing Guy Who Drives Sales -r on September 20, 2010
Format: Hardcover
This is an absolutely great book on brand valuation. Gabriela Salinas reviews 40 (out of many more) brand valuation models and then dissects each and every one of them and assesses their strengths and weaknesses. She discusses the differences between product brands and corporate brands and how the two are often confused and how the two may or may not be interrelated.

Brand valuation is a very difficult and subjective process and Salinas reminds us that as financiers and marketers we should be seeking ways to find commonalities in valuation techniques even though the process itself is flawed because trying to put a hard number on an inherently "fuzzy" thing, an intangible asset, is an inexact science and will always be the result of subjective assumptions and a bit of guesswork. This book takes one giant step forward toward eliminating much of the guesswork.

Read this book to understand why you should NEVER solely trust one company's or brand consultant's calculation of brand value. This book pulls back the curtain on black box, proprietary methods and explains their strengths and weaknesses.

This book is well researched and footnoted and reflects the best in current thinking in brand valuation methodologies. It brings together the disciplines of Finance and Marketing and presents many formulas so it is not for the financial faint-of-heart but even with no formal background in Finance you will gain an understanding of the bigger picture and the challenges that must be overcome when assigning some value to a brand.

~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
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Format: Kindle Edition Verified Purchase
Let us call it brand valuation taxonomy. Good overview but for this price expect more.
Critiques the models available but forgets to offer its own best practice how to do it
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Format: Hardcover Verified Purchase
Its the most comprehensive compendium of brand valuation methodologies available in the market now. A must have for anyone interested in brand valuation...
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