MKT 510 Lecture Notes - Lecture 10: Brand Equity, Conjoint Analysis, Brand Awareness

• School: Ryerson University
• Department: Marketing
• Course: MKT 510
• Professor: Marla Spergel

Document Summary

& sources of brand equity: the ultimate value of a brand resides in its power to provide shareholder returns. Valuation approaches: valuation approaches: attempt to place a financial value on brand equity for accounting purposes, mergers & acquisitions or other such reasons, useful in cases of mergers & acquisitions, brand licensing, fund raising, & brand management decisions. Intangible assets are typically lumped under the heading of goodwill & include things such as patents, trademarks, & licensing agreements, as well as softer considerations such as the skill of the management & customer relations. In an acquisition, the goodwill item often includes a premium paid to gain control, which, in certain instances, may even exceed the value of tangible & intangible assets. In australia rupert murdoch"s news corporation included a valuation of some of its magazines on its balance sheets in 1984: british firms used brand values primarily to boost their balance sheets.