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Young Manager Entry

[Research Paper for Young Managers category]

BRAND IMAGE OF A COMPANY AND ITS IMPACT ON MARKET CAPITALIZATION
- An Analysis of how the qualitative relates and impacts the quantitative

Author Details:



Contents

1. Executive Summary…………………………………………………………..4
2. Relevance of the topic………………………………………………………..5
2.1. Valuation – what is a brand worth?.......................................................5
2.2. Brand Image Constituents ………………………………………………..6
2.2.1. Intangibles in Financial Accounting………………………………..7
2.2.2. champion brands and their brand valuation – 2006……………..9
3. Elements of Business valuation – qualitative and quantitative…… ..9
3.1. The concept of ‘Equity’ brand ……………………………………………11
3.2. Market Capitalization and what impacts it ……………………………..11
4. The PULL Strategy ……………………………..…………………………….13
4.1. Sales Perspective ……………………………………………….…………13
4.2. The behavioral finance school of thought…………………….………….14
5. Advertising Spending and Market Capitalization……………..…………15
5.1. Investor Response Effects………………………………….…………15
5.2. Behavioral Science Effects.......................…..................................15
5.3. Brand Ambassador Effects…………………………………………..16
5.4. Advertising and its relation to the firm value……………………….16
6. Theoretical Analysis: Brand Equity & Stock Market – by Aaker ………. 17
7. Case Study :…………………………………………………………………….17
7.1. Positive brand impact: Infosys Technologies…………………………...17
7.2. Negative brand impact: Atari Corp……………………………………….18
8. Situation Analysis …………………………………………………………….19
9. Leveraging the corporate brand image .……………………………….…19
10. Conclusion. ……………………………………..…………………………… 22
11. References……………………………………………………………………. 23


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