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Brand valuation: an awkward necessity or the Emperor's new clothes?

Brand valuation: an awkward necessity or the Emperor's new clothes? Proposes that brands must be valued and that since the late 1980s this has gathered momentum in the larger firm. Takes a bird's‐eye view of the brand valuation argument and underlines the powerful nature of brands as a defensive mechanism in a competitive environment. Argues that brand valuation has developed partly as a way of excusing excessive acquisition premiums paid in mergers and acquisitions since the late 1980s; though overspending on premiums has led to spending cuts in brand maintenance and development so reducing their value. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Brand valuation: an awkward necessity or the Emperor's new clothes?

The Antidote , Volume 3 (5): 2 – Aug 1, 1998

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006570
Publisher site
See Article on Publisher Site

Abstract

Proposes that brands must be valued and that since the late 1980s this has gathered momentum in the larger firm. Takes a bird's‐eye view of the brand valuation argument and underlines the powerful nature of brands as a defensive mechanism in a competitive environment. Argues that brand valuation has developed partly as a way of excusing excessive acquisition premiums paid in mergers and acquisitions since the late 1980s; though overspending on premiums has led to spending cuts in brand maintenance and development so reducing their value.

Journal

The AntidoteEmerald Publishing

Published: Aug 1, 1998

Keywords: Brand valuation; Brand awareness; Competitive advantage

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