Brand Valuation in Business Practice – Part 2

This article presents the research design and results of a recent empirical study on brand valuation practice in Europe. Moreover, concise recommendations and practical advice for managers and tax authorities considering monetary brand valuation are provided, together with a summary of main study findings. Part 1 of this article, providing an introduction to the topic (section 1.) and critical literature review (section 2.), was published in the previous issue of the International Transfer Pricing Journal.