Die Berucksichtigung Des Markenwertes Im Rahmen Der Unternehmensbewertung

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Die Berücksichtigung des Markenwertes im Rahmen der Unternehmensbewertung

Author : Andreas Pyrcek
Publisher : GRIN Verlag
ISBN 13 : 3638868974
Total Pages : 106 pages
Book Rating : 4.6/5 (388 download)

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Book Synopsis Die Berücksichtigung des Markenwertes im Rahmen der Unternehmensbewertung by : Andreas Pyrcek

Download or read book Die Berücksichtigung des Markenwertes im Rahmen der Unternehmensbewertung written by Andreas Pyrcek and published by GRIN Verlag. This book was released on 2007-11-30 with total page 106 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Controlling, Note: 1,3, Heinrich-Heine-Universität Düsseldorf, Sprache: Deutsch, Abstract: Während allgemein anerkannt ist, dass der Marke eines Unternehmens eine erhebliche unternehmerische Bedeutung zukommt und der Wert der Marke einen beträchtlichen Teil am Unternehmenswert darstellt, wird die tatsächliche Ermittlung des Markenwertes in der einschlägigen Literatur und in der Praxis nur rudimentär behandelt. Dabei stellt die Marke und deren Wert einen fundamentalen Treiber der Wertschöpfung dar und erfordert deshalb ein langfristiges strategisches und operatives Controlling. Nach einer Studie von PricewaterhouseCoopers Deutschland (PwC) und Prof. Henrik Sattler beläuft sich der durchschnittliche Anteil des Markenwertes am Unternehmenswert auf ca. 56 %. Dieser Wert wurde jedoch nur von 25 % der befragten Unternehmen auch tatsächlich ermittelt. Als Gründe hierfür werden unzuverlässige Bewertungen und ein hoher Kosten- und Zeitaufwand angeführt. Ebenso wird die Aussagekraft eines Markenwertes durch mittlerweile ca. 30 verschiedene Modelle, die seit den 80er Jahren entwickelt wurden, aufgrund hoher Volatilitäten im Ergebnis negativ beeinträchtigt. Ein allgemein anerkanntes System zur Bewertung einer Marke konnte sich bisher nicht herausbilden, obwohl der Wert der Marke u. a. bei Unternehmens- und Markenakquisitionen, Markenschutzrechtsverletzungen oder auch bspw. bei der Ermittlung eines „Fair Value“ (beizulegender Zeitwert) zum Zwecke der Bilanzierung durchaus eine fundamentale Rolle spielt. Von diesem Hintergrund soll sich die vorliegende Arbeit mit den bisher wesentlichen Ansätzen zur Bewertung des immateriellen Werts der Marke auseinandersetzen und diese kritisch auf ihre Aussagekraft im Rahmen der Betrachtung des Unternehmenswertes und deren Verwertung bei der Bewertung untersuchen. Der Autor ist Diplom-Kaufmann und Consultant in einer internationalen Unternehmensberatung.

Identity-Based Brand Management

Author : Christoph Burmann
Publisher : Springer Nature
ISBN 13 : 3658401893
Total Pages : 322 pages
Book Rating : 4.6/5 (584 download)

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Book Synopsis Identity-Based Brand Management by : Christoph Burmann

Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Creating Value with Big Data Analytics

Author : Peter C. Verhoef
Publisher : Routledge
ISBN 13 : 1317561929
Total Pages : 339 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Creating Value with Big Data Analytics by : Peter C. Verhoef

Download or read book Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

Re-Modeling the Brand Purchase Funnel

Author : Alexander Dierks
Publisher : Springer
ISBN 13 : 3658178221
Total Pages : 401 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Re-Modeling the Brand Purchase Funnel by : Alexander Dierks

Download or read book Re-Modeling the Brand Purchase Funnel written by Alexander Dierks and published by Springer. This book was released on 2017-04-05 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alexander Dierks conceptualizes and applies a more nuanced model of the brand purchase funnel. The re-conceptualization builds on a holistic, theory-based, and practically applicable set of 10 propositions, which capture dynamics of consumers’ contemporary search and decision behavior and allow for a more differentiated assessment of brand performance across the buying cycle. The model’s value add is investigated based on two survey-based studies from the automotive and the electricity industry. Using logistic regression analysis, the author uncovers insightful differences in the determinants of consumers’ purchase decisions depending on the stage of consideration set formation. The findings support the employment of the more nuanced funnel in brand management.

Customer Equity Management

Author : Roland T. Rust
Publisher : Prentice Hall
ISBN 13 : 9780131419292
Total Pages : 552 pages
Book Rating : 4.4/5 (192 download)

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Book Synopsis Customer Equity Management by : Roland T. Rust

Download or read book Customer Equity Management written by Roland T. Rust and published by Prentice Hall. This book was released on 2005 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a practical framework with applied cases, and award-winning research.

The Routledge Companion to Contemporary Brand Management

Author : Francesca Dall'Olmo Riley
Publisher : Routledge
ISBN 13 : 1317751574
Total Pages : 818 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis The Routledge Companion to Contemporary Brand Management by : Francesca Dall'Olmo Riley

Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 818 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

The Science and Art of Branding

Author : Giep Franzen
Publisher : Routledge
ISBN 13 : 1317454677
Total Pages : 588 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis The Science and Art of Branding by : Giep Franzen

Download or read book The Science and Art of Branding written by Giep Franzen and published by Routledge. This book was released on 2015-02-12 with total page 588 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.

User Generated Branding

Author : Ulrike Arnhold
Publisher : Springer Science & Business Media
ISBN 13 : 383498857X
Total Pages : 477 pages
Book Rating : 4.8/5 (349 download)

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Book Synopsis User Generated Branding by : Ulrike Arnhold

Download or read book User Generated Branding written by Ulrike Arnhold and published by Springer Science & Business Media. This book was released on 2010-11-22 with total page 477 pages. Available in PDF, EPUB and Kindle. Book excerpt: From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.

Ingredient Branding

Author : Philip Kotler
Publisher : Springer Science & Business Media
ISBN 13 : 3642042147
Total Pages : 409 pages
Book Rating : 4.6/5 (42 download)

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Book Synopsis Ingredient Branding by : Philip Kotler

Download or read book Ingredient Branding written by Philip Kotler and published by Springer Science & Business Media. This book was released on 2010-05-17 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future.

Mergers, Acquisitions, Divestitures, and Other Restructurings, + Website

Author : Paul Pignataro
Publisher : John Wiley & Sons
ISBN 13 : 1118908716
Total Pages : 373 pages
Book Rating : 4.1/5 (189 download)

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Book Synopsis Mergers, Acquisitions, Divestitures, and Other Restructurings, + Website by : Paul Pignataro

Download or read book Mergers, Acquisitions, Divestitures, and Other Restructurings, + Website written by Paul Pignataro and published by John Wiley & Sons. This book was released on 2015-01-27 with total page 373 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authoritative resource for analyzing mergers and acquisitions (M&A) from every angle Paul Pignataro reveals the secrets behind growth through M&A in his new book, Mergers, Acquisitions, Divestitures, and Other Restructurings + Website. Through market shifts and regulatory changes, M&A has served as a solid approach to growth. Creating value through mergers and acquisitions is a highly coveted strategy, and Wall Street has long sought a clear technical understanding of the components of M&A as a key driver of growth. In this book, the author provides that understanding, covering all essential aspects of accounting and modeling for the M&A process. With over a decade of experience aiding billion-dollar restructuring deals, Paul Pignataro is in an excellent position to break down M&A from a finance standpoint. Mergers, Acquisitions, Divestitures, and Other Restructurings covers the financial accounting and modeling behind several M&A structures. Using the merger of Office Depot and Office Max, Mr. Pignataro fully addresses the entire integration, explains EBITDA, and other crucial performance measures. This text is for finance practitioners who want to explore every corner of the M&A process. Learn accounting for asset acquisitions, asset divestitures, and corporate mergers Explore modeling methods including mini-merger modeling and fully consolidated merger modeling Read case studies demonstrating the practical success of theoretical models Understand EBITDA, cash flow, capital structure, and their impact on M&A success and value creation This new text from the CEO and founder of the New York School of Finance is key for understanding how restructuring leads to growth and value creation. The importance of M&A shows no signs of slowing, meaning that finance professionals need to be able to accurately analyze the prospects and impacts of restructuring moves. Mergers, Acquisitions, Divestitures, and Other Restructurings + Website is the authoritative resource for doing just that.

Co-Branding: Fit Factors between Partner Brands

Author : Peter Zickermann
Publisher : diplom.de
ISBN 13 : 3954897962
Total Pages : 91 pages
Book Rating : 4.9/5 (548 download)

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Book Synopsis Co-Branding: Fit Factors between Partner Brands by : Peter Zickermann

Download or read book Co-Branding: Fit Factors between Partner Brands written by Peter Zickermann and published by diplom.de. This book was released on 2014-09-01 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt: Firms are continuously looking for new opportunities to exploit and leverage their existing brands to achieve business growth. In the past, companies have leveraged their ‘most important asset’ (brands) through brand and line extensions. Nowadays, the most recent trend for capitalizing on brands is called ‘Co-Branding’ in which two or more brands are presented jointly to the consumer, forming a new product or service offering. This new branding strategy promises many benefits, especially for companies operating internationally with strong global brands. This study is about the perception of ‘fit’ between two partner brands in a co-branding venture. Previous studies have already identified that a perceived fit between partner brands leads to a positive evaluation of the co-branded offering by consumers. But why are some brands perceived as fitting together by consumers and others are not? To answer this question, this study investigates which factors (e.g. similar price level, target group, product category) lead to a perceived fit between partner brands by consumers.

Vulcans, Earthlings and Marketing ROI

Author : David Rutherford
Publisher : Wilfrid Laurier Univ. Press
ISBN 13 :
Total Pages : 173 pages
Book Rating : 4./5 ( download)

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Book Synopsis Vulcans, Earthlings and Marketing ROI by : David Rutherford

Download or read book Vulcans, Earthlings and Marketing ROI written by David Rutherford and published by Wilfrid Laurier Univ. Press. This book was released on 2008 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Marketing accountability has become a hot topic in the boardroom. This book explains how marketers and their agencies can communicate the value of marketing and advertising to a business audience - in part by exposing the fallacy that customer behavior is the product of pure Vulcan-like rationality." --Résumé de l'éditeur.

Power Brands

Author : Hajo Riesenbeck
Publisher : Wiley-VCH
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Power Brands by : Hajo Riesenbeck

Download or read book Power Brands written by Hajo Riesenbeck and published by Wiley-VCH. This book was released on 2007-03-26 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.

Brand Immortality

Author : Hamish Pringle
Publisher :
ISBN 13 :
Total Pages : 362 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis Brand Immortality by : Hamish Pringle

Download or read book Brand Immortality written by Hamish Pringle and published by . This book was released on 2008 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers.Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality.

Nations and Firms in the Global Economy

Author : Steven Brakman
Publisher : Cambridge University Press
ISBN 13 : 9780521540575
Total Pages : 492 pages
Book Rating : 4.5/5 (45 download)

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Book Synopsis Nations and Firms in the Global Economy by : Steven Brakman

Download or read book Nations and Firms in the Global Economy written by Steven Brakman and published by Cambridge University Press. This book was released on 2006-03-16 with total page 492 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conclusion: 13.

Business-to-Business Marketing Management

Author : Mark S. Glynn
Publisher : Emerald Group Publishing
ISBN 13 : 1780525761
Total Pages : 370 pages
Book Rating : 4.7/5 (85 download)

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Book Synopsis Business-to-Business Marketing Management by : Mark S. Glynn

Download or read book Business-to-Business Marketing Management written by Mark S. Glynn and published by Emerald Group Publishing. This book was released on 2012-04-04 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.

Creating Shareholder Value

Author : Alfred Rappaport
Publisher : Simon and Schuster
ISBN 13 : 0684844567
Total Pages : 225 pages
Book Rating : 4.6/5 (848 download)

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Book Synopsis Creating Shareholder Value by : Alfred Rappaport

Download or read book Creating Shareholder Value written by Alfred Rappaport and published by Simon and Schuster. This book was released on 1999-10-13 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: Economist, consultant, and Wall Street Journal contributor Alfred Rappaport provides managers and investors with the practical tools and tests for a corporate strategy that creates shareholder value. The ultimate test of corporate strategy, the only reliable measure, is whether it creates economic value for shareholders. After a decade of downsizings frequently blamed on shareholder value decision making, this book presents a new and indepth assessment of the rationale for shareholder value. Further, Rappaport presents provocative new insights on shareholder value applications to: (1) business planning, (2) performance evaluation, (3) executive compensation, (4) mergers and acquisitions, (5) interpreting stock market signals, and (6) organizational implementation. Readers will be particularly interested in Rappaport's answers to three management performance evaluation questions: (1) What is the most appropriate measure of performance? (2) What is the most appropriate target level of performance? and (3) How should rewards be linked to performance? Through the lens of high-stakes case studies, like the notable acquisition of Duracell International by Gillette, Rappaport dissects the intricate decisions and risks inherent in the merger and acquisition process. The shareholder value approach presented here has been widely embraced by publicly traded as well as privately held companies worldwide. Brilliant and incisive, this is the one book that should be required reading for managers and investors who want to stay on the cutting edge of success in a highly competitive global economy.