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July 2017 » Marketers' Methodologies for Valuing...
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Lindsey Trent and Jakki Mohr, PhD
Many companies exhibit a discrepancy between their tangible book value and their market value. For example, global brand expert Kevin Keller cites PepsiCo, which had a net tangible book value of $6.5 billion but a market value of over $90 billion (Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, third edition, Prentice Hall, 2008). Keller attributes about $83 billion of that market valuation to intangible assets, and more specifically, to PepsiCo's brand equity.
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