Research Paper (undergraduate) from the year 2008 in the subject
Business economics - Offline Marketing and Online Marketing, grade: 1,0,
Avans+ Hogeschool B.V., Breda (Verwaltungs- und Wirtschaftsakademie,
Krefeld), course: Bachelor of Business Administration, 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 following
chapters will survey three of the most popular model
