Rightel Brand valuation

Subject Areas : Journal of Investment Knowledge

Payam  Hanafizadeh ¹ (Associate Professor at Allameh-Tabatabae University)
Azadeh  Rad ² (کارشناس ارشد مهندسی مالی، دانشکده فنی و مهندسی، دانشگاه علم و فرهنگ، تهران، ایران)

Received: 2015-08-24 Accepted : 2016-01-04 Published : 2015-12-22

Keywords: Brand Equity, brand valuation, telecommunication industry, Intangible Business model, Financial World model,

Abstract :

Brand is one of the most valuable intangible assets and is a factor for distinguishing companies in customers' point of view. To value brands, many methods and models have been invented in the past three decades by researchers and consultant companies. Financial value of brand can be used for strategic management, financial transactions and litigation purposes. Since financial value of brands has been recently accepted as security for borrowing loans from Iranian banks, specified brand's financial value would be a privilege in winning funding opportunities. Especially for companies with continuing need of investment, this would be an appropriate method of financing. A great example of such companies is telecommunication service providers. Therefore calculating financial value of brand in this sector seems to be of paramount importance. With this in mind, the two most popular valuation models, Intangible Business and Financial World were applied to calculate Rightel's brand value as a case study in telecommunication industry. The results didn't show noticeable difference between the calculated values.

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