Faculty Scholarship 1994 - Present
Brand Valuation: Lessons for Ukrainian Firms
Valuing intangibles assets is becoming an increasing concern of business and academic researchers. Functioning stock markets and well established accounting procedures are an important building bloc for coming up with estimates and their absence of formidable deterrent. Global firms as they acquire companies in former Soviet republics are confronted with the challenge of how to fairly price such intangible assets as brand names. This paper examines the importance of valuing brands in Ukraine against the background of developing global practices and proposes a guideline for estimating brand values in the absence of reliable financial information.