A MODEL FOR BRAND VALUATION AND PRICING BY REAL OPTION

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BANDARIAN R.

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Journal Paper

Paper Information

Journal: IRANIAN JOURNAL OF MANAGEMENT SCIENCES Year:2009 | Volume:4 | Issue:15 Page(s): 117-144

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Information Journal Paper

Title

A MODEL FOR BRAND VALUATION AND PRICING BY REAL OPTION

Author(s)

BANDARIAN R. | Issue Writer Certificate

Keywords

BRANDQ2

BRAND VALUEQ3

BRAND VALUE DRIVERSQ3

BRAND EQUITYQ3

INTANGIBLE ASSETQ2

INTELLECTUAL CAPITALQ2

BRAND VALUATIONQ3

BRAND VALUATION PROCESSQ3

REAL OPTIONQ3

Abstract

One of the most important INTANGIBLE ASSETs of companies is their BRAND. In many cases, BRAND increases or enhances a company's tangible and INTANGIBLE ASSETs' value. The purpose of this study is to design a mechanism for measuring BRAND value using a hybrid approach based on the current and future status of BRAND value drivers. For this purpose, first BRAND value drivers which are the main parameters for the creation and management of BRAND were identified and then a process was defined for measuring the effect of each BRAND driver on BRAND value. Finally, the proposed model was used for the valuation of one of the Iranian BRANDs and the results were compared with the results based on famous models in the world.

Cites

STRUCTURAL EQUATION MODELING APPROACH IN EXPLAINING THE EFFECT OF EXPERIENCE, TRUST AND BRAND LOYALTY ON BRAND EQUITY

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Cite

APA: Copy

BANDARIAN, R.. (2009). A MODEL FOR BRAND VALUATION AND PRICING BY REAL OPTION. IRANIAN JOURNAL OF MANAGEMENT SCIENCES, 4(15), 117-144. SID. https://sid.ir/paper/130321/en

Vancouver: Copy

BANDARIAN R.. A MODEL FOR BRAND VALUATION AND PRICING BY REAL OPTION. IRANIAN JOURNAL OF MANAGEMENT SCIENCES[Internet]. 2009;4(15):117-144. Available from: https://sid.ir/paper/130321/en

IEEE: Copy

R. BANDARIAN, “A MODEL FOR BRAND VALUATION AND PRICING BY REAL OPTION,” IRANIAN JOURNAL OF MANAGEMENT SCIENCES, vol. 4, no. 15, pp. 117–144, 2009, [Online]. Available: https://sid.ir/paper/130321/en

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