Article ID: | iaor1994865 |
Country: | United States |
Volume: | 12 |
Issue: | 1 |
Start Page Number: | 28 |
End Page Number: | 52 |
Publication Date: | Dec 1993 |
Journal: | Marketing Science |
Authors: | Simon Carol J., Sullivan Mary W. |
Keywords: | agriculture & food, construction & architecture, commerce, stochastic processes |
This paper presents a technique for estimating a firm’s brand equity that is based on the financial market value of the firm. Brand equity is defined as the incremental cash flows with accrue to branded products over unbranded products. The estimation technique extracts the value of brand equity from the value of the firm’s other assets. This technique is useful for two purposes. First, the