Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The Valuation of Brands

The Valuation of Brands A storm of controversy has been created by Rank Hovis McDougallsdecision to capitalise its brands, including those developed within thegroup. The case for capitalisation is presented, and its implicationsand alternative methodologies discussed. A model of the actualmethodology used is offered, followed by advice about the decision tovalue brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

The Valuation of Brands

Murphy, J.
British Food Journal , Volume 91 (2): 3 – Feb 1, 1989
Download PDF
3 pages

Loading next page...
 
/lp/emerald-publishing/the-valuation-of-brands-3XpRIX8TL0

References

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0007-070X
DOI
10.1108/EUM0000000002274
Publisher site
See Article on Publisher Site

Abstract

A storm of controversy has been created by Rank Hovis McDougallsdecision to capitalise its brands, including those developed within thegroup. The case for capitalisation is presented, and its implicationsand alternative methodologies discussed. A model of the actualmethodology used is offered, followed by advice about the decision tovalue brands.

Journal

British Food Journal – Emerald Publishing

Published: Feb 1, 1989

There are no references for this article.