Developing a model for pricing brand value in capital supply companies: merger and acquisition strategy

Subject Areas : Journal of Investment Knowledge

Hamid Kheilnejad ¹ , Fariz Taherikia ² , Seyyed Mahdi Jalali ³ , Bita Tabrizian ⁴

1 - Management Department, Faculty of Management & Accounting, Islamic Azad University, Roudehen, Iran
2 - Management Department, Faculty of Management, Islamic Azad University, Firoozkuh, Iran
3 - Management Department, Faculty of Management, Islamic Azad University, Firoozkuh, Iran
4 - Management Department, Faculty of Management & Accounting, Islamic Azad University, Roudehen, Iran

Received: 2020-11-16 Accepted : 2021-03-16 Published : 2024-03-20

Keywords: brand value, Brand, pricing, Merger, Acquisition,

Abstract :

Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition. The current study is qualitative research which is done by conducting grounded theory in MAXQDA software. Needed data were gathered from interviews and panel sessions with all the 21 pricing experts in capital supply companies during the year 2018, and were analyzed to extract the variables of the model of brand pricing to Rial. After that, open codes were categorized into 5 main categories and 2 sub-categories titled as: communication and performance environmental factors, marketing, brand, performance (financial and non-financial), and corporate audit reports. Research findings; in addition, has developed an operational brand pricing model for Iran’s semi-public economy that is unprecedented in other studies.

References:

ابراهیمی عبدالحمید، خیری بهرام، یادگاری نیارکی سمیه، (۱۳۸۸). ارزیابی عوامل مؤثر بر ارزش ویژه برند مبتنی بر نظر مصرف‌کننده (شش طبقه محصول مصرفی در فروشگاه رفاه سطح شهر تهران). مجله مدیریت بازاریابی، سال چهارم. شماره هفتم.

احدی پری، صنایعی علی، شائمی علی، (۱۳۹۳). توسعه الگوی ارزش ویژه برند خدمات بانکداری: مورد مطالعه شعب بانک سپه. فصلنامه چشم‌انداز مدیریت بازرگانی، سال سیزدهم، شماره هفدهم.

خدارحمی بهروز، (۱۳۹۵). اجرا و یکپارچه سازی عملیاتی ادغام و تملیک. چاپ اول، تهران: انتشارات ترمه.

 

 

Ahadi, P., Sanaye’i, A., & Shaemi, A. (2014). Developing a model for banking services brand equity; the study of the branches of Sepah bank. Journal of Business Management Perspective, 13(17), 119-99 .

Bourreau, M., & Jullien, B. (2018). Mergers, investments and demand expansion. Economics Letters, 167, 136-141.

Dirisu, J., Worlu, R., Osibanjo, A., Borisade, T., Olokundun, M., Atolagbe, T., & Obi, J. (2018). Dataset on brand culture and perceived value of offerings to customers in the hospitality industry in Nigeria. Data in brief, 19, 1-5.

Ebrahimi, A., Kheiri, B., & Yadegari Niaraki, S. (2009). Evaluating the affecting factors of customer-based brand equity; six categories of consumable products in Refah Chain Stores across Tehran city. Journal of Marketing Management, 4(7), 184-159 (in Persian).

Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.

François, P., & MacLachlan, D. L. (1995). Ecological validation of alternative customer-based brand strength measures. International Journal of Research in Marketing, 12(4), 321-332.

Kartono, B., & Rao, V. R. (2005). Linking consumer-based brand equity to market performance: An integrated approach to brand equity management. Zyman Institute of Brand Science.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.

Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.

Khodarahmi, B. (2016). Implementing and operationally integrating the merger and acquisition. 1st ed, Tehran: Termeh Publications (in Persian).

Kim, H. B., & Kim, W. G. (2005). The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants. Tourism management, 26(4), 549-560.

Lambkin, M. C., & Muzellec, L. (2010). Leveraging brand equity in business-to-business mergers and acquisitions. Industrial Marketing Management, 39(8), 1234-1239.

Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of consumer marketing, 12(4), 11-19.

Majerova, J., & Kliestik, T. (2015). Brand valuation as an immanent component of brand value building and managing. Procedia economics and finance, 26, 546-552.

Motameni, R., & Shahrokhi, M. (1998). Brand equity valuation: a global perspective. Journal of product & brand management, 7(4), 275-290.

Österle, B., Kuhn, M. M., & Henseler, J. (2018). Brand worlds: Introducing experiential marketing to B2B branding. Industrial Marketing Management, 72, 71-98.

Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: a financial approach. Marketing science, 12(1), 28-52.

Stauss, A., & Corbin, J. (1990). Basics of qualitative research: grounded theory procedures and techniques. Beverley Hills,(IA: Sage.

Valuation, B. (2010). Requirements for monetary brand valuation. International Standard ISO, 10668.

Warren, A., & Gibson, C. (2017). Subcultural enterprises, brand value, and limits to financialized growth: The rise and fall of corporate surfing brands. Geoforum, 86, 177-187.