Brands are assets that appeal to the consumer and are, many times, of value unknown or difficult to determine for a business. These intangible assets have been classified and defined in many ways but remain unexplored. The purpose of this research project is twofold. Firstly, to gain a deeper knowledge on the subjective world of brands and better comprehend: what drives its value, and how it can be calculated. Secondly, it intends to provide the reader with the necessary acumen and expertise to be able to obtain the intrinsic value brands provide. It intends not to establish a universal valuation for any given brand but to prepare the reader with the tools and critical reasoning fundamental, in our view, to prosper academically, in the business world or personally. The Research paper will analyze, summarize and evaluate the most accepted current brand valuation literature. Lately, by means of a practical approach or case study, complex or abnormal situations will be tackled through a case study of the Tesla Motors, Inc. The purpose is to put to test the predominant valuation methodologies and conclude on its strengths and limitations.

Outgoing