Book description
The International Brand Valuation Manual
is a detailed and extensive review of the main brand valuation models.
The book reveals the state of the art in the field of brand valuation
and coherently relates major trends in the theory and practice of brand
valuation. This “one-stop” source is for valuation professionals as well
as financial and marketing specialists who need to have an understanding
of the principal valuation methods. Salinas also analyses the respective
efficacy, advantages, disadvantages, and prospects for the future for
each method.
The book:
- Provides a thorough overview of all the tools available for the
brand valuation practitioner.
- Offers an informed view on which methodologies are most suitable
for different types of applications, and explains why.
- Acts as an all-in-one source of reference for specialists who
advise clients on which methodology to employ, or who are considering
adopting one themselves.
- Features case studies and examples from Guinness, PwC, Rolls-Royce,
Santander, Shell, Telefonica, Unilever, BMW, Hanson Trust,
Cadbury-Schweppes, Kellogg, Coco-Cola, Mercedes, Rolex, among others.
Gabriella Salinas is the Global Brand Manager at Deloitte Touche
Tohmatsu, Madrid, Spain.
Gabriela Salinas has a very uncommon professional
profile, with deep understanding of strategic, accounting, financial
and marketing issues, that has earned her a reputation as one of the
world leading experts in the field of brand valuation.
As Global Brand Manager of Deloitte Touche Tohmatsu, she advises
internal and external clients on brand valuation and evaluation
related issues. She has a broad international experience, having
worked in New York, Buenos Aires, Singapore, London and Madrid for
clients such as Bank of America, Repsol YPF, Telefónica, Terra
Networks, Bausch & Lomb, Johnson & Johnson, Roca, GM and Great
Eastern Life and other international companies on projects involving
brand evaluation, brand architecture, brand positioning and brand
valuation projects.
Early in her career she specialized in corporate valuation, receiving
a Master in Corporate Finance and lecturing on “Valuation of Financial
Assets”. Later on, she focused on the valuation of intangible assets,
developing a sound professional career in the field. As she enjoys the
academic work, she led several research projects on the field and is
now teaching “Brand Valuation” at the Institute of Intangible Assets
in Spain.
She is now a member of the international initiative for the
standardization of brand valuation methodologies, ISO/PC 231
International Committee and of the Brand and Valuation Committees of
the Institute of Analysis of Intangible Assets.
