Abstract
This paper considers the character of brands as capital assets and provides an introduction to the application of discounted cashflow analysis and the capital asset pricing model to the valuation of brands for licensing purposes, as seen from the differing points of view of licensor and licensee. It indicates how the differing levels of risk associated with different brand licensing projects can be quantified for the purposes of strategic decision-making, and provides a model to support tactical pricing decisions in brand licence negotiations.
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Paper version not known
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
