Diploma Thesis from the year 2007 in the subject Business economics
- Banking, Stock Exchanges, Insurance, Accounting, grade: 2,3,
University of Regensburg, 41 entries in the bibliography, language:
English, abstract: There are many consultancies, for example,
Interbrand, Brand Finance or Batten, Barton, Durstine & Osborn
(BBDO) that create annual lists of companies ranked by their brand
value. Over the years, these popular rankings have become more and
more relevant to companies because they are of the opinion that
they can thereby increase their degree of popularity. Therefore, an
interesting question arises: Is there any connection between the
company's brand value and its financial performance? The list of
the one hundred most valued brands published by Interbrand,
probably the most famous global branding consultancy of the world,
has made its contribution to the increased popularity of brand
value, not only in the United States but meanwhile also in Europe.
If you peruse the best global brands 2006 list attentively, you
will observe that nearly half of the companies, exactly 49%, are
non-US companies, compared to only 37% in the year 2001. 37 of the
100 companies are from Europe, with Nokia as the most valuable
European brand ranked as number six. Moreover, nine companies are
based in Germany, sorted by brand value: Mercedes, BMW, SAP,
Siemens, Volkswagen, adidas, Audi, Porsche, and Nivea. Further
evidence for the raised acceptance and attractiveness of intangible
assets, brand value included, provides the fact that since the
early 1980s the share of intangible assets of concerns has
increased from an average of 40% in their brand value to over 80%
by the end of the 1990s. As a result, only about 20% of a company's
brand value will be recorded by the accounting system. Thus, it is
difficult for the companies to explain this overvalue to the
shareholders. The first part of this paper deals with intangible
assets in general. The first part concludes with the desc
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