Yves-Alain Ach - Financial Information and Brand Value

1 Cover

2 Title page Series Editor Régine Teulier

3 Copyright First published 2020 in Great Britain and the United States by ISTE Ltd and John Wiley & Sons, Inc. Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address: ISTE Ltd 27-37 St George's Road London SW19 4EU UK www.iste.co.uk John Wiley & Sons, Inc. 111 River Street Hoboken, NJ 07030 USA www.wiley.com © ISTE Ltd 2020 The rights of Yves-Alain Ach and Sandra Rmadi-Saïd to be identified as the author of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Library of Congress Control Number: 2020943918 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-567-1

4 Introduction

5 1 The Brand as a Source of Value Creation 1 The Brand as a Source of Value Creation The purpose of this first chapter is to define the concept of a brand and to describe its fundamental features. This chapter also deals with the value companies’ use of brands. We define the brand according to an economic perspective and also describe its evolution through the centuries; we will also establish the link between the market and the brand. We will see whether the use of brands creates value and whether the mechanics developed by economic theory are sufficient to ensure brand use. Brands have a limited lifespan, and we will assess whether the means of preserving brands are sufficient to ensure the maintenance of brand ownership. 1.1. The historical, legal and economic character of the concept of a brand 1.2. Brand value and brand equity

6 2 Brand Development 2.1. The brand, an intangible asset 2.2. The valuation of brands: presentation of the different standards and methods

7 3 Value Review and the Acquisition of the GUCCI Brand 3.1. The GUCCI brand 3.2. Analysis of the financial information disclosed by the Pinault-Printemps-Redoute Group during the transaction 3.3. Conclusion

8 4 Analysis of the Practices of Thirty-Seven International Companies 4.1. Dissemination of financial information on real assets 4.2. Empirical analysis 4.3. Determining a typology of information offer in relation to brands

9 5 Determinants of Brand Disclosure 5.1. The offer of information related to brands 5.2. Processing the data collected: measuring correlations 5.3. Presentation of results 5.4. Conclusion

10 Conclusion

11 Glossary

12 References

13 Index

14 End User License Agreement

1 Chapter 1 Figure 1.1. Definition of brand equity (based on Aaker (1994))

2 Chapter 4 Figure 4.1. Mandatory and voluntary information sequences (Pourtier 2004) Figure 4.2. Nature of information communicated in relation to brands

1 Chapter 3 Table 3.1.Goodwill; consolidated balance sheets – assets (in millions of euros)... Table 3.2.Other intangible assets; consolidated balance sheets – assets (in mil... Table 3.3.Discount rates and growth rates applied to cash flows in 2003 and 200...

2 Chapter 4 Table 4.1. Presentation of the companies owning the 37 brands in our sample Table 4.2. Descriptive and non-financial information: list of items Table 4.3. Determination of categories Table 4.4. Number and percentage of responses of our sample for the year 2011 Table 4.5. Number and percentage of responses of our sample for the year 2012 Table 4.6. Test results Table 4.7. Results of principal component analysis after factor reprocessing

3 Chapter 5 Table 5.1. Codification of audit and accounting firms Table 5.2. International and domestic dimensions of companies Table 5.3. Coding by industry Table 5.4. Correlation matrix for the year 2011 Table 5.5. Correlation matrix for the year 2012 Table 5.6. Results of the multiple regression without constant for the year 2011 Table 5.7. Multiple linear regression results for the year 2011 Table 5.8. Summary of validated assumptions Table 5.9. Multiple regression result without constant for the year 2012 Table 5.10. Multiple linear regression results for the year 2012

4 Glossary Table G.1. The 17 most powerful brands in the world (based on Interbrand 2019)

1 Cover

2 Table of Contents

3 Title page Series Editor Régine Teulier

4 Copyright First published 2020 in Great Britain and the United States by ISTE Ltd and John Wiley & Sons, Inc. Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licenses issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned address: ISTE Ltd 27-37 St George's Road London SW19 4EU UK www.iste.co.uk John Wiley & Sons, Inc. 111 River Street Hoboken, NJ 07030 USA www.wiley.com © ISTE Ltd 2020 The rights of Yves-Alain Ach and Sandra Rmadi-Saïd to be identified as the author of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Library of Congress Control Number: 2020943918 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library ISBN 978-1-78630-567-1

5 Introduction

6 Begin Reading

7 Conclusion

8 Glossary

9 References

10 Index

11 End User License Agreement

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