Publicação
Brand valuation : why is it still fuzzy?
| Resumo: | A brand is a strategic asset and therefore must be valued, but its inherently intangible nature and the different perspectives that surround it make brand valuation extremely complex. Capturing the effects of brand equity on brand value is critical to a practical construct of brand valuation. This thought epitomizes the brand equity-brand value dichotomy and highlights how essential this dichotomy is to advancing brand valuation theory. The term brand equity refers to consumer-based brand equity in this thesis, and to no other perspective. The term brand value refers to firm-based brand equity and is the outcome of brand valuation. This distinction aims to avoid misconstructions, making it clear what each term in the brand equity-brand value dichotomy expresses. Brand equity manifests the potential of brand value creation and has four drivers: brand awareness, brand image, brand experience, and brand loyalty, which flow through a continuum. Brand Equity Continuum and BrandKey, practical frameworks introduced in this thesis, provide comprehensible roadmaps to manage effectively real-world brandbuilding activities and continuously boost brand equity. Brand valuation providers often incorporate measures of brand equity into their constructs, bonding brand equity to brand value. While preserving their methodologies and estimation algorithms, some of them disclose valuable information. For instance, Brand Finance, Interbrand, and Kantar BrandZ publish the most valuable global brand rankings and reports annually. Two of the major motivations of this thesis are finding out how convergent (or divergent) brand valuation rankings are and how correlated brand value is to enterprise value. Furthermore, the research aims to investigate how senior executives deal with the brand equity-brand value dichotomy in the real world and to evaluate how useful a brand valuation construct grounded on quantitative metrics of brand equity incorporated into strategic planning is for them. This thesis offers novel contributions to the marketing literature and its findings confirm that the state of the art in brand valuation is still fuzzy, indicating the roots of the problem. |
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| Autores principais: | Filho, Lindberg Leite |
| Assunto: | Brand equity Brand value Brand valuation Brand equity-brand value dichotomy Grounded theory Theories-in-use approach Brand equity Valor da marca Valoração da marca Dicotomia brand equity-brand value Teoria fundamentada Abordagem teorias-em-uso |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | A brand is a strategic asset and therefore must be valued, but its inherently intangible nature and the different perspectives that surround it make brand valuation extremely complex. Capturing the effects of brand equity on brand value is critical to a practical construct of brand valuation. This thought epitomizes the brand equity-brand value dichotomy and highlights how essential this dichotomy is to advancing brand valuation theory. The term brand equity refers to consumer-based brand equity in this thesis, and to no other perspective. The term brand value refers to firm-based brand equity and is the outcome of brand valuation. This distinction aims to avoid misconstructions, making it clear what each term in the brand equity-brand value dichotomy expresses. Brand equity manifests the potential of brand value creation and has four drivers: brand awareness, brand image, brand experience, and brand loyalty, which flow through a continuum. Brand Equity Continuum and BrandKey, practical frameworks introduced in this thesis, provide comprehensible roadmaps to manage effectively real-world brandbuilding activities and continuously boost brand equity. Brand valuation providers often incorporate measures of brand equity into their constructs, bonding brand equity to brand value. While preserving their methodologies and estimation algorithms, some of them disclose valuable information. For instance, Brand Finance, Interbrand, and Kantar BrandZ publish the most valuable global brand rankings and reports annually. Two of the major motivations of this thesis are finding out how convergent (or divergent) brand valuation rankings are and how correlated brand value is to enterprise value. Furthermore, the research aims to investigate how senior executives deal with the brand equity-brand value dichotomy in the real world and to evaluate how useful a brand valuation construct grounded on quantitative metrics of brand equity incorporated into strategic planning is for them. This thesis offers novel contributions to the marketing literature and its findings confirm that the state of the art in brand valuation is still fuzzy, indicating the roots of the problem. |
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