Identyfikatory
Warianty tytułu
Brand valuation methodology as exemplefied by a method to calculate licence fees
Języki publikacji
Abstrakty
The article presents a method to calculate licence fees used for brand valuation. The article discusses an algorithm used to calculate cash flow for ex ante evaluation. Sales volume and sales value reflect the strategic goals of a company and their evaluation is of key importance in the method presented, therefore the need for in-depth knowledge of the sector in which a given company operates is stressed, as well as knowledge about the competitiveness of its products and relationships with customers and suppliers alike. The article also discuses a method to calculate licence fees for valuated brands. Models to calculate discount rate are presented and attention is paid to the need to adjust a given model to an established cash flow. Methods to calculate residual value are also reviewed; residual value reflects the value after a given forecast period, when cash flows have stabilized.
Słowa kluczowe
Czasopismo
Rocznik
Tom
Strony
30--33
Opis fizyczny
Bibliogr. 5 poz.
Twórcy
autor
- Politechnika Śląska, Wydział Organizacji i Zarządzania, Katedra Organizacji i Produkcji, ul. Roosvelta 26-27, 41-800 Zabrze, michnaa@xl.wp.pl
Bibliografia
- [1] Copeland T., Koller T., Murrin J.: Wycena. Mierzenie i kształtowanie wartości firm, WIG PRESS, Warszawa 1997.
- [2] Comel В.: Wycena spółek. Metody i narzędzia efektywnej wyceny, Liber, Warszawa 1999.
- [3] Damodaran A.: Damodaran on valuation. Security analysis for investment and Corporate Finance, John Wiley & Sons Inc., New York 1994.
- [4] Kotier R: Kotier o marketingu. Jak wykreować i opanować rynki, Wydawnictwo Profesjonalnej Szkoły Biznesu, Kraków 1999.
- [5] Malinowska U.: Wycena przedsiębiorstwa w warunkach polskich, Difin, Warszawa 2001.
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-article-LOD9-0024-0028