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The International Brand Valuation Manual

A complete overview and analysis of brand valuation techniques, methodologies and applications

Wiley, J,
E-Book ( PDF mit Adobe DRM )
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The International Brand Valuation Manual is a detailed andextensive review of the main brand valuation models. The bookreveals the state of the art in the field of brand valuation andcoherently relates major trends in the theory and practice of brandvaluation. This "one-stop" source is for valuationprofessionals as well as financial and marketing specialists whoneed to have an understanding of the principal valuation methods.Salinas also analyses the respective efficacy, advantages,disadvantages, and prospects for the future for each method.
The book:
- Provides a thorough overview of all the tools available forthe brand valuation practitioner.
- Offers an informed view on which methodologies are mostsuitable for different types of applications, and explains why.
- Acts as an all-in-one source of reference for specialists whoadvise clients on which methodology to employ, or who areconsidering adopting one themselves.
- Features case studies and examples from Guinness, PwC,Rolls-Royce, Santander, Shell, Telefonica, Unilever, BMW, HansonTrust, Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex,among others.
Gabriella Salinas is the Global Brand Manager at Deloitte ToucheTohmatsu, Madrid, Spain.


Titel: The International Brand Valuation Manual
Autoren/Herausgeber: Gabriela Salinas
Ausgabe: 1. Auflage

ISBN/EAN: 9780470745816

Seitenzahl: 448
Produktform: E-Book
Sprache: Englisch

Gabriela Salinas has a very uncommon professional profile,with deep understanding of strategic, accounting, financial andmarketing issues, that has earned her a reputation as one of theworld leading experts in the field of brand valuation.
As Global Brand Manager of Deloitte Touche Tohmatsu, she advisesinternal and external clients on brand valuation and evaluationrelated issues. She has a broad international experience, havingworked in New York, Buenos Aires, Singapore, London and Madrid forclients such as Bank of America, Repsol YPF,Telefónica, Terra Networks, Bausch & Lomb, Johnson &Johnson, Roca, GM and Great Eastern Life and other internationalcompanies on projects involving brand evaluation, brandarchitecture, brand positioning and brand valuation projects.
Early in her career she specialized in corporate valuation,receiving a Master in Corporate Finance and lecturing on"Valuation of Financial Assets". Later on, she focusedon the valuation of intangible assets, developing a soundprofessional career in the field. As she enjoys the academic work,she led several research projects on the field and is now teaching"Brand Valuation" at the Institute of Intangible Assetsin Spain.
She is now a member of the international initiative for thestandardization of brand valuation methodologies, ISO/PC 231International Committee and of the Brand and Valuation Committeesof the Institute of Analysis of Intangible Assets.

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