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

none

- 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

none