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

course unit code


type of course unit

integrated lecture

mode of delivery


work placement(s)


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