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2017•SGEM International Multidisciplinary Scientific Conferences on Social Sciences and ArtsRequires access

THE FINANCIAL BRAND VALUE AND THE COMPANY BOOK VALUE AS THE PREDICTORS FOR THE COMPANY MARKET VALUE

Roman Skalický

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Abstract

The brand value estimate, both in the case of Interbrand and in the case of MillwardBrown, is dependent on the past value of the market capitalization and the book value.By the expression of the brand value estimate the user does not receive any new information that could indicate the future market capitalization (as could be expected). This measure of the company value lags behind the book value. The book value is a useful tool for the future market value indication. The brand value estimate is not.

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What this paper is about

The brand value estimate, both in the case of Interbrand and in the case of MillwardBrown, is dependent on the past value of the market capitalization and the book value.By the expression of the brand value estimate the user does not receive any new information that could indicate the future market capitalization (as could be expected). This measure of the company value lags behind the book value. The book value is a useful tool for the future market value indication. The brand value estimate is not.

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Available abstract

The brand value estimate, both in the case of Interbrand and in the case of MillwardBrown, is dependent on the past value of the market capitalization and the book value.By the expression of the brand value estimate the user does not receive any new information that could indicate the future market capitalization (as could be expected). This measure of the company value lags behind the book value. The book value is a useful tool for the future market value indication. The brand value estimate is not.

Key concepts: Value (mathematics), Business, Market value, Business value, Brand equity, Finance, Marketing, Economics

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THE FINANCIAL BRAND VALUE AND THE COMPANY BOOK VALUE AS THE PREDICTORS FOR THE COMPANY MARKET VALUE — Research Paper | ScholarLens