Brand Management, Commercials & Valuation (E)

First Cycle

Students • know what a brand is and know the relevant mechanisms of a strong brand • can analyze and interpret commercials with regard to brand positioning • can establish a brand strength scoring • know the relevant parameters for a brand valuation • know what a discounted cash flow model is and can carry out initial calculations with Excel • know the financial side of Brand Valuation • are able to carry out initial financial brand valuations (relief-from-royalty-method). • know what weighted average costs of capital (WACC) and the capital assets pricing model (CAPM) are

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• Brand strategies & brand strength • Brand stretching • Commercial analysis • Brand Equity & Brand Valuation • Discounted cash flow model (Excel calculations) • Brand Finance & financial value of a brand • Merging of brand strength & financial parameters (WACC, CAPM, DCF)

Salinas, G. (2009): The International Brand Valuation Manual; Wiley; 9780470740316 Aaker, D. (2010): Building Strong Brands; 978-1849830409

Presentation & Valuation of a brand

English

3

0

2.0

Blended learning

2

Giuseppe Sorrentino, MA

1

IP_BUS132

integrated lecture

Compulsory

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