Introducing the Financial Brand Impact Adjustor in the VIM Model for Appraising the Brand of an Unlisted Company

机译：介绍VIM模型中的金融品牌影响调整，以评估未公布的公司品牌

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The paper focuses on valuing brands with a positive or negative financial brand impact by using the proprietary VIM model. First the basic methodological approaches of brand valuation for determining fair value in the sense of IFRS 13 are defined. Then we elaborate the importance of the financial brand impact which we use to reflect the positive or negative financial impact of the quality of the brand to be valued. Furthermore we provide the theoretical implications of the financial brand impact for adjusting the WACC of the firm and WACC attributable to the brand to be valued, respectively. Here we go beyond the available brand relevance methods and metrics which just take the buying behavior into account by not bridging the gap into the financial impact. In the end we present an illustrative case study showing the basic application and principles of using the VIM model in both applications by valuing a brand creating additional equity value of the firm and a brand having a negative impact on the equity value of a firm. We finalize the article by summarizing the main upsides and downsides of the VIM brand value modeling approach.

机译：本文侧重于利用专有Vim模型对具有积极或负面金融品牌影响的品牌。首先，定义了用于确定IFRS 13意义上的公允价值的品牌估值的基本方法论方法。然后，我们详细阐述了我们用来反映品牌质量的积极或负面财务影响的金融品牌影响的重要性。此外，我们为调整公司和WACC的WACC分别分别提供了对归因于该品牌的理论影响。在这里，我们超越了可用的品牌相关方法和指标，只需将购买行为缩短到财务影响中即可考虑到账户。最后，我们提出了一种说明性的案例研究，显示了通过评估公司的品牌和对公司股权价值产生负面影响的品牌来使用vim模型的基本应用和原则。我们通过总结Vim品牌价值建模方法的主要上限和缺陷来完成文章。

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《International Conference on Development, Energy, Environment, Economics》|2013年||共6页
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作者
TOMAS KRABEC; ROMANA CIZINSKA;
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原文格式 PDF
正文语种
中图分类 TK-53;
关键词
Brand Value; Brand Valuation; Brand Impact; VIM model;

机译：品牌价值;品牌估值;品牌影响;Vim型号;

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Introducing the Financial Brand Impact Adjustor in the VIM Model for Appraising the Brand of an Unlisted Company

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