SFB 649 I-II: The Valuation of Brands and Brand Strategies (TP B 2)
Abstract
The project area B2 concentrates on high-risk strategies that deal with the management of product brands and their influence on the shareholder value. It will thereby be concerning itself with the questions of measuring of market value and the relationship between markets and firm values. Examined will be the influence of strategies of the brand elimination and its effect on its business value. Project area B1 will be working on the methodical level and project areas A2 and B5 will be collaborating on the theoretical level.
Principal investigators
Financer
DFG Collaborative Research Centre
Duration of project
Start date: 01/2005
End date: 12/2012
