||||'The book successfully answers the questions it has raised in its Introduction. It provides a comprehensive overview of the current knowledge and methods necessary to estimate the value of brands. The book flows very well with regard to its structure and con
In the new economy where value drivers are shifting from tangible to intangibles resources, brands are the most familiar asset. They are well known by consumers, perceived as a critical component of enterprise value and often motivate large mergers and acquisitions. Yet, brands are a complex intangible asset, and their valuation is a difficult task requiring a variety of expertise: legal, economic, financial, sector-specific and marketing.
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