Luiz Gustavo Mauro Cardoso, Mauro Maia Laruccia
Abstract
The above industry average return, are made by sustainable assets that have the expected economic value that will be created by future investments. So this paper we study the question of brand valuation from an economic value added perspective as a real source of competitive advantage that can be sustained over time.
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The above industry average return, are made by sustainable assets that have the expected economic value that will be created by future investments. So this paper we study the question of brand valuation from an economic value added perspective as a real source of competitive advantage that can be sustained over time.
Key concepts: Valuation (finance), Business, Value (mathematics), Brand equity, Competitive advantage, Economic Value Added, Economics, Industrial organization