The company's brand evaluation on the base of the financial market's instruments

Description

Статья15 страницYandiev MagometAssociate ProfessorEconomic DepartmentMoscow State UniversityAccepted Paper Series: Finance (ISSN-0869-446x), #7, 2007Keywords: value of a brand, financial markets, information, capital structure, depositary receipts, common stocks.АbstractIn this article we offer a principally new method of brand valuation. Let’s mention the bounds of application of this approach. The method can be used for the companies which have the brand, the mature market of the common shares and the market of share depositary receipt. The core of the method is that the return on equity of the branded company and the depositary receipt issued for the same share reflect different information volume. The digital value of this difference gives us the numerical prediction of the brand earnings or the valuation of the brand’s changes during some period. It appears that knowing the brand earnings is more useful for the brand management than the calculation of its absolute value because it allows observing the process dynamics including daily measurements although such frequent overseeing can be unnecessary.