What approaches would you use to estimate the value of brands? What assumptions underlie these approaches?

What approaches would you use to estimate the value of brands? What assumptions underlie these approaches? As a financial analyst, what would you use to assess whether the brand value of 1.575 billion pounds reported by Cadbury Schweppes in 1997 was a reasonable reflection of the future benefits from these brands? What questions would you raise with the firm's CFO about the firm's brand assets?

AnswerWhat approaches would you use to estimate the value of brands? Whatassumptions underlie these approaches? As a financial analyst, what would youuse to assess whether the brand value of...