Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
Erschienen in:
Definition and Identification of Intangibles Kapitel lesen Erstes Kapitel lesen

2021 | OriginalPaper | Buchkapitel

The Miracle of Brand Value Creation: Where Does the Value Come From?

verfasst von : Anton Nagatkin, Roman Kral, Janine Stockmeier

Erschienen in: Intangibles in the World of Transfer Pricing

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

Strong brands are the result of brand value creation within a company. Established brands may lead to higher market share, higher sales volumes, and higher price margins for the respective product or service. In this chapter, we analyze the sources of brand value creation from a functional perspective, both for B2C and B2B markets. We also show that the functions of reducing information cost and risk have a positive impact on the decision of a customer to purchase a product or service by reducing uncertainties in the decision-making (evaluation) process. In addition, the function of symbolic meaning can increase the perceived value of a product or service from a customer’s point of view. Moreover, we provide practical examples of each of these functions.
As understanding a brand and its creation is fundamental for valuing intercompany transactions that concern the transfer or use of brands, this chapter outlines the basics of brands and the differences between B2B and B2C by reference to marketing literature. An understanding of the brand concept is prudent for identifying relevant DEMPE functions that are performed by related parties and is helpful to comprehend intercompany transactions related to brands, such as licensing. This basic understanding helps in finding, setting, and defending arm´s length prices for such transactions.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Jetzt informieren
Vorheriges Kapitel Intangibles in Different Industries
Nächstes Kapitel Valuation: Understanding, Assessing, and Documenting
Fußnoten
1
Other values for the Apple brand were determined in comparable reports, e.g., Forbes. However, the value quoted remains within the available estimates.
 
2
Backhaus and Voeth (1999).
 
3
Keller (1993).
 
4
Leek and Christodoulides (2012).
 
5
Loken and John (1993), Zeithaml (1988).
 
6
Backhaus et al. (2011).
 
7
Caspar et al. (2002).
 
8
Agarwal ad Teas (2001).
 
9
Keller and Lehmann (2006).
 
10
Kemper (2000).
 
11
Steenkamp (2014).
 
12
Backhaus and Voeth (1999).
 
13
Caspar et al. (2002).
 
14
Leek and Christodoulides (2012)
 
15
Caspar et al. (2002).
 
16
Interbrand (2018).
 
17
Caspar et al. (2002).
 
18
Backhaus and Voeth (1999).
 
19
Kemper (2000).
 
20
Damm (1993).
 
21
Steenkamp (2014).
 
22
Caspar et al. (2002).
 
23
Kotler and Pfoertsch (2007).
 
24
Caspar et al. (2002).
 
25
Hague and Jackson (1994), Henning-Bodewig and Kur (1990).
 
26
De Chernatony and Dall’Olmo Riley (1998).
 
27
Mudambi (2002).
 
28
Kuhn et al. (2008), Hakansson (1982), Leek and Christodoulides (2012).
 
29
Caspar et al. (2002).
 
30
Venkatesh and Mahajan (1997).
 
31
Steenkamp (2017).
 
32
Esch et al. (2014).
 
33
Chapter VI of the OECD Transfer Pricing Guidelines for Multinational Enterprises and Tax Administrations dated July 2017 (hereafter referred to as “OECD Transfer Pricing Guidelines”).
 
34
See OECD Transfer Pricing Guidelines 2017, Chapter VI (B)(2.1). Such separation of performance and control is often observed in corporate processes.
 
35
See OECD Transfer Pricing Guidelines 2017, Chapter VI (B)(4.1).
 
36
See OECD Transfer Pricing Guidelines 2017, Chapter VI (B)(4.1) and examples 8–13.
 
37
See OECD Transfer Pricing Guidelines 2017, Chapter VI (B)(4.1) and examples 8–13.
 
38
See OECD Transfer Pricing Guidelines 2017, Chapter VI (B)(4.1) and examples 8–13.
 
39
See OECD Transfer Pricing Guidelines 2017, Chapter VI (B)(1).
 
40
Cf. OECD Transfer Pricing Guidelines 2017, Chapter VI Section A.1..
 
Literatur
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name (pp. 35–37). New York: Free Press, 28(1).
Agarwal, S., & Teas, R. (2001). Perceived Value: Mediating Role of Perceived Risk. Journal of Marketing Theory and Practice, 9(4), 1–14.CrossRef
Backhaus, K., Steiner, M., & Lügger, K. (2011). To Invest, or Not to Invest, in Brands? Drivers of Brand Relevance in B2B Markets. Industrial Marketing Management, 40(7), 1082–1092.CrossRef
Backhaus, K., & Voeth, M. (1999). Industriegütermarketing. München: Vahlen.
Caspar, M., Hecker, A., & Sabel, T. (2002). Markenrelevanz in der Unternehmensführung—Messung, Erklärung und empirische Befunde für B2B-Märkte. Münster: Marketing Centrum.
Damm, C. (1993). Marke, Markt, Marketing. Strategien für Investitionsgütermärkte–Antworten auf neue Herausforderungen. Landsberg/Lech: Verl. Moderne Industrie
De Chernatony, L., & Dall’Olmo Riley, F. (1998). Defining a “brand”: Beyond the Literature with Experts’ Interpretations. Journal of Marketing Management, 14(5), 417–443.CrossRef
Esch, F. R., Tomczak, T., Kernstock, J., Langner, T., & Redler, J. (2014). Corporate Brand Management: Marken als Anker strategischer Führung von Unternehmen (pp. 61–128). Wiesbaden: Springer Gabler.
Hague, P. N., & Jackson, P. (1994). The Power of Industrial Brands: An Effective Route to Competitive Advantage. London: McGraw-Hill.
Hakansson, H. (1982). An Interaction Approach. International Marketing and Purchasing of Industrial Goods: An Interaction Approach (pp. 10–27). Chichester: John Wiley & Sons.
Henning-Bodewig, & Kur. (1990). Marke und Verbraucher-Bericht über ein Projekt und seine Ergebnisse. Wettbewerb in Recht und Praxis, 7/8, 453–459.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1–22.CrossRef
Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759.CrossRef
Kemper, A. C. (2000). Strategische Markenpolitik im Investitionsgüterbereich. Cologne: Joseph Eul.
Kotler, P., & Pfoertsch, W. (2007). Being Known or Being One of Many: the Need for Brand Management for Business-to-Business (B2B) Companies. Journal of Business & Industrial Marketing, 22(6), 357–362.CrossRef
Kuhn, K. A., Alpert, F., & Pope, N. (2008). An Application of Keller’s Brand Equity Model in a B2B Context. Qualitative Market Research: An International Journal, 11(1), 40–58.CrossRef
Leek, S., & Christodoulides, G. (2012). A Framework of Brand Value in B2B Markets: The Contributing Role of Functional and Emotional Components. Industrial Marketing Management, 41(1), 106–114.CrossRef
Loken, B., & John, D. R. (1993). Diluting Brand Beliefs: When do Brand Extensions have a Negative Impact? Journal of Marketing, 57(3), 71–84.CrossRef
Mudambi, S. (2002). Branding Importance in Business-to-Business markets: Three Buyer Clusters. Industrial Marketing Management, 31(6), 525–533.CrossRef
OECD. (2017). Transfer Pricing Guidelines. Paris: OECD Publishing.
Steenkamp, J. B. (2014). How Global Brands Create Firm Value: The 4V Model. International Marketing Review, 31(1), 5–29.CrossRef
Steenkamp, J. B. (2017). Global Brand Strategy: World-wise Marketing in the Age of Branding. Berlin: Springer.CrossRef
Venkatesh, R., & Mahajan, V. (1997). Products with Branded Components: An Approach for Premium Pricing and Partner Selection. Marketing Science, 16(2), 146–165.CrossRef
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.CrossRef
Metadaten
Titel
The Miracle of Brand Value Creation: Where Does the Value Come From?
verfasst von
Anton Nagatkin
Roman Kral
Janine Stockmeier
Copyright-Jahr
2021
Verlag
Springer International Publishing
Buch
Intangibles in the World of Transfer Pricing

Print ISBN: 978-3-319-73331-9

Electronic ISBN: 978-3-319-73332-6

Copyright-Jahr: 2021

DOI
https://doi.org/10.1007/978-3-319-73332-6_8