Publication detail

Brand valuation: an innovative approach based on conversion ratios

SKALICKÝ, R. MELUZÍN, T. ZINECKER, M. BALCERZAK, A. ROGALSKA, E.

Original Title

Brand valuation: an innovative approach based on conversion ratios

Type

journal article in Web of Science

Language

English

Original Abstract

We present a novel brand valuation method based on conversion ratios. The proposed approach uses brand-related parameters, which are usually accessible, however, the established brand valuation methods have not yet used them. These key parameters include the ability to acquire new customers and retain current customers. We argue that such parameters can be reflected through the cost of reaching new customers and retaining current customers. The method proposed relies on observable inputs, hence, it specifically addresses the limitation of the brand valuation methods defined so far. The method is based on the cost savings reached by the investors who acquire the brand. It can be applied in situations in which brand users reach average to below average results not admitting the application of income-based approaches. Furthermore, the method is a suitable analytical tool supporting financial executives, analysts, and consultants while identifying contributions made by the brand. We test the concept on a model company within a case study. The method can be also a contribution in terms of the calibration and refinement of the existing approaches and will support both researchers and practitioners to improve the understanding between the already accepted brand valuation methods and novel perspectives on the issue.

Keywords

Brand; brand valuation; valuation methods; conversion ratio; investment

Authors

SKALICKÝ, R.; MELUZÍN, T.; ZINECKER, M.; BALCERZAK, A.; ROGALSKA, E.

Released

22. 7. 2022

Publisher

Taylor & Francis

Location

Pula

ISBN

1331-677X

Periodical

EKON ISTRAZ

Year of study

2022

Number

JUN

State

Republic of Croatia

Pages from

1

Pages to

24

Pages count

24

URL

https://www.tandfonline.com/doi/full/10.1080/1331677X.2022.2097110

BibTex

@article{BUT178824,
  author="Roman {Skalický} and Tomáš {Meluzín} and Marek {Zinecker} and Adam Przemyslaw {Balcerzak} and Elzbieta {Rogalska}",
  title="Brand valuation: an innovative approach based on conversion ratios",
  journal="EKON ISTRAZ",
  year="2022",
  volume="2022",
  number="JUN",
  pages="1--24",
  doi="10.1080/1331677X.2022.2097110",
  issn="1331-677X",
  url="https://www.tandfonline.com/doi/full/10.1080/1331677X.2022.2097110"
}