Financial Information and Brand Value

Оглавление

Yves-Alain Ach. Financial Information and Brand Value

Table of Contents

List of Illustrations

List of Tables

Guide

Pages

Financial Information and Brand Value. Reflections, Challenges and Limitations

Introduction

1. The Brand as a Source of Value Creation

1.1. The historical, legal and economic character of the concept of a brand

1.1.1. The brand’s historical character

1.1.2. The brand’s legal character

1.1.3. The brand’s economic nature

1.2. Brand value and brand equity. 1.2.1. Definition of the brand value concept

1.2.2. Definition of brand equity

2. Brand Development

2.1. The brand, an intangible asset. 2.1.1. The growing role of the intangible

2.1.2. The multiple concepts linked to the notion of assets

2.1.3. The importance of intangible assets

2.2. The valuation of brands: presentation of the different standards and methods. 2.2.1. Accounting standards related to brand valuation

2.2.2. The main methods of brand valuation

2.2.2.1. The historical cost method

2.2.2.2. The replacement cost method

ADVANTAGES AND LIMITATIONS.–

2.2.2.3. Price-based methods

2.2.2.3.1. Brand valuation based on the guaranteed sales price

2.2.2.3.2. Brand valuation by consumer preference

ADVANTAGES AND LIMITATIONS.–

2.2.2.4. The cash flow method

ADVANTAGES AND LIMITATIONS.–

2.2.2.5. Methods based on financial indicators. 2.2.2.5.1. Brand valuation based on its market value

2.2.2.5.2. Brand valuation based on future profits

ADVANTAGES AND LIMITATIONS.–

2.2.2.6. Valuation models developed by consulting firms. 2.2.2.6.1. Interbrand methodology

2.2.2.6.2. Brand Finance methodology

2.2.2.6.3. The strategic unit approach

2.2.2.6.4. The methodology derived from OECD principles

2.2.2.6.5. Methodology derived from standardization organizations (DIN and ISO)

ADVANTAGES AND LIMITATIONS.–

3. Value Review and the Acquisition of the GUCCI Brand

3.1. The GUCCI brand. 3.1.1. Presentation of the Pinault-Printemps-Redoute and Gucci Groups. 3.1.1.1. The Pinault-Printemps-Redoute Group

3.1.1.2. The Gucci Group

3.1.2. Management of luxury brands. 3.1.2.1. A strategy to refocus the business

3.1.2.2. The vision of the group’s management

3.1.3. The battle for the GUCCI brand. 3.1.3.1. Refocusing on a luxury brand

3.1.3.2. A strategic opportunity

3.2. Analysis of the financial information disclosed by the Pinault-Printemps-Redoute Group during the transaction. 3.2.1. Recognition of the GUCCI brand in the financial statements of the Pinault-Printemps-Redoute Group

3.2.2. GUCCI brand valuation methods

3.2.3. Brand valuation methods described in the financial documents of the Pinault-Printemps-Redoute Group and presented to shareholders

3.3. Conclusion

4. Analysis of the Practices of Thirty-Seven International Companies

4.1. Dissemination of financial information on real assets

4.1.1. The boundary between mandatory and voluntary information

4.1.2. The main vehicle for disseminating financial information

4.1.3. Financial information and brand development

4.2. Empirical analysis. 4.2.1. Prior exploration

4.2.2. Confirmatory analysis

4.2.3. The sampling method and the measuring instruments used

4.2.3.1. Data collection and sample characteristics

Brand information

Brand accounting

Performance indicator

Valuation method used

Goodwill

Impairment tests

Item 25

4.2.3.2. Data collection and analysis. 4.2.3.2.1. Data coding

4.2.3.2.2. Initial findings

4.3. Determining a typology of information offer in relation to brands. 4.3.1. Data processing mode

4.3.2. Processing of “Y” 2011 and “Y” 2012 years data

4.3.3. Presentation of results

5. Determinants of Brand Disclosure

5.1. The offer of information related to brands

5.1.1. Internal variables

5.1.2. External variables

5.1.2.1. The size of the firm(s) auditing companies in the sample

5.1.2.2. The international dimension of the companies in the sample

5.1.2.3. The industry of the companies in the sample

5.1.2.4. Formulation of hypotheses

5.2. Processing the data collected: measuring correlations

Box 5.1. Construction of the linear regression equation

5.3. Presentation of results

5.3.1. Test results for the year 2011

5.3.2. Test results for the year 2012

5.4. Conclusion

Conclusion. Insufficient disclosure of financial information on markets: a critical review

Limitations of the study

Brand valuation: towards better financial recognition

Glossary

References

Index. A, B, C

D, F, G

I, L, M, O

P, R, S, V

2020

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2011

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2009

2008

2007

2006

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Series Editor Régine Teulier

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Subsequently, an order of November 14, 20192 amended the substantive law and procedural rules applicable to product brands and services. This order notably sets out the contributions of the “brand package” and ensures the harmonization and modernization of French trademark law with the European Union’s trademark system.

As we have discussed, the origin of brands goes back to the time when Roman potters identified pots according to their workshop by marking them. The purpose of this practice was to identify the origin of the pottery. According to Gabler et al. (2009), this also helped to trace the trade routes followed by the pots coming from different western workshops; they could, in this way, even identify some of the large workshops that dominated the Pannonian market. It appears, from that moment on, that the distinction between production and items sold was made in a clear manner, without giving them a “commercial” meaning. It is understandable that the prerequisite for the modern vision of brands is the identification of the products made by the craftsmen, who were thus able to mark both their product and, above all, the ownership of their industrial production.

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