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Yahoo! - A case study about brand valuation (Paperback)
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Yahoo! - A case study about brand valuation (Paperback)
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Scholarly Research Paper from the year 2008 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: 1,0, Avans+ Hogeschool B.V., Breda
(Verwaltungs- und Wirtschaftsakademie, Krefeld), course: Bachelor
of Business Administration, 93 entries in the bibliography,
language: English, abstract: First of all, the following chapter
will deal with the framework of brand evaluation. To give an idea
of the internet service provider Yahoo , the company will be
introduced in the first part. The next part concentrates on the
role an established brand plays and what effect it has. The
following chapter will point out what it means to lead a brand and
which value it has to a company. As a matter of course, the
conclusions will be related to the special case of Yahoo . To
provide a general survey of the topic of brand evaluation, the next
chapter deals with the economical and judicial frame. It explains
the situation within the topic of intangible assets and their
special treatment concerning the balance sheet. In Chapter 2.4.2
the different causes for brand evaluation will be described and the
cause of acquisition will be determined as the appropriate cause
for the present case of Yahoo . Chapter 2.5 concentrates on the
necessary requirements for a sufficient and objective brand
evaluation, especially in the case of acquisition. Before three of
the most important and established methods of brand evaluation will
be analysed, the large number of all current methods have to be
categorised. For that reason the third chapter will start with the
classification of methods. After regarding the three possible
categories, the last part will come to the decision for just one
category, which comes into question for the present case.(...)
After these three analyses, it is possible to overlook the whole
topic of brand evaluation. Chapter 2.5 defines the general
requirements for an objective method of brand evaluation. The foll
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