| Article ID: | iaor200968871 |
| Country: | United Kingdom |
| Volume: | 6 |
| Issue: | 2 |
| Start Page Number: | 247 |
| End Page Number: | 266 |
| Publication Date: | Jun 2009 |
| Journal: | International Journal of Operational Research |
| Authors: | Borgonovo E, Beccacece F |
| Keywords: | brand identity |
We propose a brand valuation model, which merges objectivity with robust underlying quantitative structure, thus sharing a direct financial interpretation and providing risk analysis insights. An empirical analysis allows us to compare both numerical results and financial insights derived by analysts from the utilisation of the Hirose Methodology, the Royalty Method and the proposed model.