Because existing brand valuation models treat the brand as a growing perpetuity, they contain an implicit assumption of future marketing expenditures sufficient to maintain the growth rates and operating margins embedded in the valuation model. As a result, these models cannot be used to...

The aim of this paper is to introduce a statistical procedure to value a brand by means of which firms may be able to determine the level of implicit royalty that they would charge for the use of their brand, applying multivariate techniques from market references. The study has been based on a...