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2022 | OriginalPaper | Buchkapitel

The Economic Evaluation of the Brand in Insurance Companies

verfasst von : Vincenzo Sanguigni

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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Abstract

After having explained the reference principles in the economic valuation of a brand, we proceed with the identification of the components of the value of a brand and the synthetic analysis of the valuation methods (classified in methods based on differential benefits, on the performance of market and costs.)

The paper concludes with an indication of the most appropriate methodology for evaluating the brand of an insurance company which, as often happens, operates in multi-business contexts.

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Vorheriges Kapitel The Illusion of Brand Control: An Integrative Review

Nächstes Kapitel The Moderating Effect of Store Image on the Relationship Between Private Label Naming Strategy and Perceived Risk

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This method is implemented by selecting three sets of “comparable” brands and calculating the average ratio between brand value (taken from authoritative sources on the subject of brand valuation) and market capitalization (taken from authoritative sources on financial markets) of the companies who hold them.

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Titel: The Economic Evaluation of the Brand in Insurance Companies
verfasst von: Vincenzo Sanguigni
Verlag: Springer International Publishing
Buch: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-031-06580-4

Electronic ISBN: 978-3-031-06581-1

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-031-06581-1_14