Financial brand valuation: a semiotic approach to link marketing and finance

Paulo de Lencastre, Nuno Côrte-Real, Ana Côrte-Real, Cosme Almeida*, Pedro Veloso

*Autor correspondente para este trabalho

Resultado de pesquisarevisão de pares

Resumo

The purpose of this paper is to develop an exclusively stakeholder-based financial brand valuation approach. A semiotic model is used that recognizes three components in the brand: identity, object, and response. It is noted that the financial valuation purpose is to predict the influence of brand identity signs—the protectable trademarks as property rights—on the economic benefits of their owners. These benefits depend on the response of the stakeholders who are generators of cash-ins and cash-outs. In order to separate the “trademark influence,” stakeholders are confronted with a change scenario to a trademark that is unknown to them and asked if this change alters their behavioral response toward the brand. The affective response is also evaluated to establish the “influence of risk” in realizing the future benefits. This approach makes it possible to transform a rigorous concept from a legal and financial point of view, but one which is incomprehensible to the common stakeholder, to a scenario that the stakeholder can understand and respond to reliably. Grounding the brand’s financial valuation in semiotics is relevant because it distinguishes legal, marketing, and finance perspectives about the same objective, by framing them in common concerns of objectivity and intelligibility.
Idioma originalEnglish
Título da publicação do anfitriãoDevelopments in marketing science
Subtítulo da publicação do anfitriãoproceedings of the Academy of Marketing Science
EditoresPatricia Rossi, Nina Krey
Local da publicaçãoCham
EditoraSpringer Nature
Páginas461-474
Número de páginas14
Edição1
ISBN (eletrónico)9783030025687
ISBN (impresso)9783030025670
DOIs
Estado da publicaçãoPublicado - 2019
EventoAcademy of Marketing Science World Marketing Congress - Porto
Duração: 27 jun 201829 jun 2018

Série de publicação

NomeDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (impresso)2363-6165
ISSN (eletrónico)2363-6173

Conferência

ConferênciaAcademy of Marketing Science World Marketing Congress
Título abreviadoAMSWMC 2018
País/TerritórioPortugal
CidadePorto
Período27/06/1829/06/18

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