Varumärkesvädering
Svagheter och Möjligheter
Brands are the instruments corporates use to create and communicate brands reputation. Within the different industries for consumer products intangible assets such as brands are known to have great importance for corporate prosperities. When consumers experiences a specific brand symbolizes best possible value for money, the corporate behind it has managed to create a unique competitive advantage that should be to its full potential. Strong brands can pose the difference between winning or loosing on the market. Due to this brands should be considered as cost-effective instruments since they help create financial advantages such as consumer loyalty. This insurances future demands on products attached to the brands that generate future cash-flows. Brand valuation is will therefore be of more and more importance. The knowledge of the value of an asset is after all an vital supposition to evaluate if the corporate has been successful in it?s struggle to create value for its owners or not.This paper aims to investigate one of brand valuation?s methods mode of procedure and why the reliability is questioned