Varumärkesvärdering av företag

Sammanfattning: AbstractAuthor: Markus Ekström and Albin OlssonAdvisor & examinator: Petter Boye, Thomas KarlssonTitle: Brand Valuation of companiesKeywords: Brand Valuation and Kalmar CountyIntroduction & Problem: The term trademark is originated from the Old Scandinavianbrandr and means stigmatize. A new standard for brand valuation ISO 10668 was adopted in2010, which has created a more reliable valuation method. It used several different methodsbefore, which meant different values but now they have agreed to this standard, which shouldmean that more companies make brand valuation. But that’s not the case, and you can wonderwhy? We also want to see the benefits created for companies, and the benefits companies canget with a valuation of the brand.Purpose: With this essay we want to examine how companies in Kalmar County looks atbrand valuation, if they have made it or not. Because we see that the standard 10668 havebrought a greater level of safety but not prompted companies to a higher extent to evaluatetheir brands. We also want to investigate what companies receive for benefits and the benefitsthey can get of evaluating their brands.Method: We chose a qualitative research approach, as we desired flexibility Furthermore, wechose to make use of an abductive method. Empirical data collection proceeded in the waythat we interviewed four companies in Kalmar County and three experts on brand valuation.We made an early pilot interview with an expert to design the essay.Conclusion: We concluded that there is a great deal of ignorance among the companies onbrand valuation. The new standard ISO 10668, it is even more ignorance of. But since contactwas taken with the interview correspondents, the interest around both components increased.Many advantages are created by evaluating the brand, such as creating an understanding ofthe pricing of its product or service that can increase a company's profits. ISO 10668 is aguideline for brand valuation and does not account for some immaterial values as socialbenefits. It could be due to the difficulty to evaluate such a value in a reliable way and astandard to calculate the social benefits would be preferable