Modelling Positive and Negative Brand Impact by Using the VIM Model for Valuing Brands of Private Companies

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F14%3A%230000137" target="_blank" >RIV/29142890:_____/14:#0000137 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Modelling Positive and Negative Brand Impact by Using the VIM Model for Valuing Brands of Private Companies
Original language description
In our paper we focus on valuing brands of unlisted (private) companies where the market capitalization of equity is unknown. For this purpose we use the proprietary VIM (Verifiable Interdependent Model) modelling approach. After explaining the basic model mechanics and theoretical spill-overs with the pricing and marketing strategy of the firm we elaborate the importance of the positive or negative impact of the brand equity for value creation of the firm based on the firm´s specific value drivers. Todemonstrate the application of the model and to evaluate the informative value of the obtained results we present also a case study of the XYZ Brand valuation. Apart from the brand valuation we demonstrate the positive and negative impact of the brand impact through the brand specific cost of capital on the value of the brand and the firm. Furthermore we outline the applicability of this approach for the use within the IFRS 13.
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
2014 Winter Global Business Conference Proceedings
ISBN
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ISSN
1848-2252
e-ISSN
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Number of pages
11
Pages from-to
69-79
Publisher name
Innovation Institute
Place of publication
Zagreb, Croatia
Event location
Tignes, France
Event date
Jan 1, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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