Finanzielle Bewertung Von Marken: Ein Praxisorientierter Leitfaden
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Henrik Sattler erkl�rt praxisnah und wissenschaftlich fundiert, wie Marken finanziell bewertet werden sollten. Wer eine Marke kaufen, eine Markenlizenz erwerben oder den Erfolg einer Markenkampagne finanziell messen will, muss daf�r einen gesicherten monet�ren Wert bestimmen k�nnen. Auch f�r Schadensersatzbestimmungen bei Markenrechtsverletzungen sowie f�r die Einstellung von Marken in die Bilanz oder ihre Verwendung als Kreditsicherung muss zwingend ein Markenwert messbar sein. Der Autor entwickelt einen Leitfaden, der zehn entscheidende Punkte f�r die Bewertung von Marken beinhaltet, und erg�nzt seine Ausf�hrungen durch anschauliche Praxisbeispiele.
Dr. Henrik Sattler ist Professor für Marketing und Branding an der Universität Hamburg und beschäftigt sich seit 25 Jahren mit den Themen Marke und Markenbewertung. Er hat (zusammen mit der GfK, PricewaterhouseCoopers und dem Markenverband) Markenbewertungsverfahren entwickelt, Untersuchungen zur Relevanz von Markenwerten in der Praxis durchgeführt sowie die Entwicklung von DIN- und ISO-Normen im Bereich Markenbewertung begleitet.
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