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

Englisch

3

0

2.0

Blended learning

1

Giuseppe Sorrentino, MA

IP_BUS132

Integrierte Lehrveranstaltung

Pflichtfach

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