A STUDY ON APPLICATION OF BRAND VALUATION TECHNIQUES WITH REFERENCE TO FAST MOVING CONSUMER GOODS COMPANIES

摘要

Brand Valuation for the purpose of technical valuation results In balance sheet reporting, tax planning, mergers and acquisitions and investor relations purpose. Though there are various brand valuation techniques available, none can be applied in order to arrive at more accurate value of brand. In light of this drawback, this research paper has been taken up to derive an appropriate brand valuation technique or model suitable to Fast Moving Consumer Goods Companies. The researcher has gathered top ten companies from FMCG based on market capitalisation. Their four years annual reports are analysed, using statistical techniques to substantiate the model arrived at.