Unformatted text preview: to a particular product. 2. Describe how it is suggested that a company establish a value for its brand. To estimate a value for a brand, Don Shultz, a marketing professor at Northwestern University, suggests the used of a discounted cash flow model. To estimate the value of the brand, he estimates total sales for the brand into the future using historical cost and growth estimates. He then calculates various charges against the brand to cover internal costs and identifies a brand contribution. This contribution is used in a discounted cash flow model to estimate the value of a brand....
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This note was uploaded on 09/13/2011 for the course FIN 6301 taught by Professor El-asmawanti during the Fall '09 term at University of Texas at Dallas, Richardson.
- Fall '09