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    STUDIA OECONOMICA - Issue no. 2 / 2003  
         
  Article:   FINANCE-ORIENTED METHODS FOR BRAND VALUATION.

Authors:  OVIDIU IOAN MOISESCU. 		 
       
         
  Abstract:  In recent years, the issue of how brand value can be measured has grown more prominent in both academic and practical debates. The methodologies developed to date for establishing brand equity or brand value can be classified into four groups: finance-oriented, behaviorally oriented, market oriented and composite methods. This paper approaches, in a critical, impartial and synthetic way, the main finance-oriented methods: capital market oriented, capital historical creation cost based, current recreation cost based, license based and price premium oriented brand valuation, revealing the specific features of each.  
         
     
         
         
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