1. Measuring the Contributions of Brand to Shareholder value, by John Gerzema, Ed Lebar, and Anne Rivers, Young & Rubicam Brands – Journal of Applied Corporate Finace by Morgan Stanley

Brands contribute to the value of the company not just by enhancing current earnings but also increasing the P/E ratios. Increase in the P/E ratio is due to investor’s expectations of lower risk and higher growth due to leveraging the brand. The research concludes that while 1/3rd of the effect of brand equity is reflected in the earnings of the company, the remaining 2/3rds is attributed to its effect on an investor’s expectations.

2. A Seetharaman, Zainal Azlan Bin Mohd Nadzir, S. Gunalan (2001) "A conceptual study on brand valuation", Journal of Product & Brand Management

This paper deals with the issue of tretment of brand in the financial statement of the company and the accounting treatment of brand valuation. The paper identifies and discusses about the 4 main valuation techniques for valuing brands- Cost-based method, Income-based method, Market-based method and formulary method with each method specific to the brand and its current use in the company’s portfolio.

3. Valuing Brands and brand equities: Methods and processes, Russell Abratt, Geoffery Bick, Journal of Applied management and Entrepreneurship

This paper reviews the brand value literature and discuss the various approaches to valuing brands. It also address important yet neglected issues of discount rate, growth rate and useful life of the brand in the contet of valuation.

4. Brand valuation and control: An Emprical Study, Thomas Gunther/Catharina Kriegbaum-Kling, Schmalenbach Business Review

This paper uses empirical surveys based on 132 German companies to investigate the brand accounting, brand control and brand valuation. It analyses the budgeting process, brand-related decision making an the underlying incentive system. Through this study, the paper seeks to discuss strategies in brand management and control that can be extended to other intangibles as well.

5. The Impact of Brand Qulaity on Shareholder Wealth, Sundar G. Bhardwaj, Kapil R. Tuli, Andre Bonfer (2011), Journal of Marketing AMA

This paper analyses the impact of brand quality on 3 components of shareholders’ wealth- stock returns, systematic risk and idiosyncratic risk. The study reveals that brand qulaity enhances shaeholders wealth as unanicipated changes in brand quality are positively related with stock returns and negatively related to idiosyncratic risks. But the brand quality may also at times lead to erosion of shareholders wealth due to their positive association with changes in systematic risk.

6. The Creation of Shareholder Value through Branding, Germana Alexandra Gabriela, Financial Management and Stock Exchange DAFI, II, Bucharest Academy of Economic Studies 2013

The research uses Fama French 3 factor model on 55 stocks traded on the Bucharest Stock Exchange between 2005-2012 to provide emperical evidence for branding- shareholder value creation link. The study also reveals that strong brands not ony provide higher than benchmark returns on shareholder’s wealth but at a lower risk.

References

http://bavconsulting.com/wp-content/uploads/2013/11/Measuring-the- Contributions-of-Brand-to-Shareholder-Value-and-How-to-Maintain-or-Increase-Them-John-Gerzema-Ed-Lebar-Anne-Rivers.pdf

http://www.emeraldinsight.com/doi/full/10.1108/EUM0000000005674 http://www.huizenga.nova.edu/Jame/articles/brand-equity.cfm http://www.sbr-online.de/pdfarchive/einzelne_pdf/sbr_2001_oct-263-294.pdf http://journals.ama.org/doi/abs/10.1509/jmkg.75.5.88 http://www.dafi.ase.ro/revista/7/Geamana_Alexandra.pdf