Please use this identifier to cite or link to this item:
https://repository.iimb.ac.in/handle/2074/17423
DC Field | Value | Language |
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dc.contributor.author | Nambiar, Suman | |
dc.date.accessioned | 2021-03-01T13:36:34Z | - |
dc.date.available | 2021-03-01T13:36:34Z | - |
dc.date.issued | 1995 | |
dc.identifier.uri | https://repository.iimb.ac.in/handle/2074/17423 | - |
dc.description.abstract | A brand is a name, symbol, design or mark that enhances the value of a product beyond its functional purpose, with the incremental cash flow associated with this enhanced value being defined as the brand's “value”. Until recently the awareness of a brands's importance was qualitative as not much correlation could be established between the existing brand support investment and the returns generated thereof. A spate of mergers and acquisitions in the eighties opened the floodgates to the monetarization of the Brand. Though initiated as a measure to boost the company’s balance sheet ,the current interest in brand valuation stems as much from the brand management perspective as from the financial one . The former is justifiable. Escalating costs of developing and maintaining new brands has led to increased realization that " the established brand" is the most capital asset of any firm . This fact is aptly reflected in the prevalent use of brand extensions . Also, there is widespread concern that the pressure to deliver short term results is leading to a misdirected focus on the brand thereby reducing its long run value . A major obstacle in abandoning this short term outlook is the difficulty of measuring the impact of brand * : investments on the long term performance of the brand . Brand value correctly and objectively measured could be an appropriate metric for this . It is this Brand management perspective that has guided us through this valuation exercise . | |
dc.publisher | Indian Institute of Management Bangalore | |
dc.relation.ispartofseries | PGP_SP_N5_043 | |
dc.subject | Brand valuation | |
dc.subject | Tobacco industry | |
dc.subject | Cigarette | |
dc.title | Brand valuation: Valuation of key cigarette trademarks of The Indian Tobacco Division, ITC limited. | |
dc.type | Summer Project Report-PGP | |
dc.pages | 61p. | |
dc.identifier.accession | E8407 | |
Appears in Collections: | 1990-1995 |
Files in This Item:
File | Size | Format | |
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PGP_SP_N5_043.pdf | 803.52 kB | Adobe PDF | View/Open Request a copy |
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