Brand Management, Commercials & Valuation (E)

level of course unit

First Cycle

Learning outcomes of course unit

• know what a brand is and know the relevant mechanisms of a strong brand
• can analyze and interpret commercials with regard to brand positioning
• can establish a brand strength scoring
• know the relevant parameters for a brand valuation
• know what a discounted cash flow model is and can carry out initial calculations with Excel
• know the financial side of Brand Valuation
• are able to carry out initial financial brand valuations (relief-from-royalty-method).
• know what weighted average costs of capital (WACC) and the capital assets pricing model (CAPM) are

prerequisites and co-requisites


course contents

• Brand strategies & brand strength
• Brand stretching
• Commercial analysis
• Brand Equity & Brand Valuation
• Discounted cash flow model (Excel calculations)
• Brand Finance & financial value of a brand
• Merging of brand strength & financial parameters (WACC, CAPM, DCF)

recommended or required reading

Salinas, G. (2009): The International Brand Valuation Manual; Wiley; 9780470740316
Aaker, D. (2010): Building Strong Brands; 978-1849830409

assessment methods and criteria

Presentation & Valuation of a brand

language of instruction


number of ECTS credits allocated


eLearning quota in percent


course-hours-per-week (chw)


planned learning activities and teaching methods

Blended learning

semester/trimester when the course unit is delivered


name of lecturer(s)

Giuseppe Sorrentino, MA

year of study


recommended optional program components


course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)


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