Original paper
Valuing Branded Businesses
Abstract
The authors develop and validate a conditional multiplier approach for valuing branded businesses. The approach enhances traditional multiplier-based valuation by explicitly incorporating brand characteristics into the model. The authors present theoretical arguments why, develop a model to demonstrate how, and provide an empirical illustration to show that brand assets are not fully reflected in contemporaneous margins, and therefore valuation...
Paper Details
Title
Valuing Branded Businesses
Published Date
Nov 1, 2009
Journal
Volume
73
Issue
6
Pages
137 - 153
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Notes
History