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Дата публикации статьи в журнале: 2020/01/08
Название журнала: Восточно Европейский Научный Журнал, Выпуск: 52, Том: 4, Страницы в выпуске: 22-33
Анотация: “Enterprise value/Appraised Brand value” market multiple use possibilities in applied econometrics field, or rather in assets independent valuation/appraising, are educed and analyzed. Methodology and quantitative indexes of that multiple are offered and obtained on the concrete example of brand name valuation. It is set that such special intangible assets, as brand name and goodwill, are able to change their value characteristics in both directions and change the annual depreciation/obsolescence sign during the separate periods of economic life, made it positive or negative. Obtained quantitative indexes of “Enterprise value/Brand name value” market multiple are analyzed and interpretation of these results is executed. This multiple high sensitivity to the influence of market value changes sources for this class of researched intangible assets is set. It is educed that there is close high-density statistical relationship between the appraised trademark value indexes and enterprise market value. It is showed that at brand appraising/valuation procedure is not recommended to apply any accounting book-keeping amortization indexes, as they are not the reliable indicator of factual depreciation/obsolescence. It is educed that for these types of intangible assets researched depreciation/obsolescence mainly depends on their advertizing and information support, which are measured by associated cash flows expenses, invested by owner in its development. It is set that during the period of brand existence a multiple change of its depreciation/obsolescence sign on the separate time periods is possible. For brand it depends on sufficient informative and advertisement support implementation, that’s why these priceforming factors must be taken into account at market value and depreciation/obsolescence determination procedures. In this connection it is possible to assert that brand value is very sensitive to these parameters change, which are considered as rapidly variable price-forming factors with high dynamics indexes. It is proved that high positive value of the correlation coefficient, obtained for “Enterprise value/Appraised Brand value” market multiple components, give grounds to characterize degree of its statistical relationship density as suitable for use in evaluation purposes.
Ключевые слова: market multiple brand name trademark independent valuation/appraising market value intangible assets depreciation/obsolescence
Данные для цитирования: Pozdnyakov Yuri V. Lapishko Maria L. . MARKET MULTIPLE «ENTERPRISE VALUE/APPRAISED BRAND VALUE» QUANTITATIVE DETERMINATION AND ITS COMPONENTS CROSS-CORRELATION RELATIONSHIP ANALYSIS (22-33). Восточно Европейский Научный Журнал. Экономические науки. 2020/01/08; 52(4):22-33.