liu.seSearch for publications in DiVA
Change search
ReferencesLink to record
Permanent link

Direct link
Brands- invaluable assets?
Linköping University, Department of Management and Economics.
Linköping University, Department of Management and Economics.
2001 (English)Independent thesis Advanced level (degree of Magister)Student thesisAlternative title
Varumärket- en ovärderlig tillgång? (Swedish)
Abstract [en]

Background: In order to make financially logical decisions it is important to know the real value of all assets in a company. Brands are intangible assets that are often said to be of great value in the context of mergers and acquisitions. Despite this fact, they are rarely given an exact financial figure.

Purpose: The purpose of this paper is to investigate the significance and value of brands in M&A. By this we aim to contribute to the understanding of brands in the context of M&A and try to find out if brands are invaluable assets in both respects.

Realisation: We have studied theoretical findings on the subject and thereafter made our own study of two cases of acquisitions; the acquistition of Candelia by Cloetta and that of NK Cityfastigheter by Hufvudstaden.

Results: We have found that brands represent a real financial value to companies. Financial evaluations however seem to be of lesser importance in the context of M&A. In these situations it appears as if valuation of brands mainly serves as an arbitrary basis for negotiations. The question of the good fit between companies and other brands is seem to be the most important issue in M&A.

Place, publisher, year, edition, pages
Ekonomiska institutionen , 2001. , 101 p.
Master Thesis in Business Administration (Magisteruppsats från Internationella ekonomprogrammet), 2001:22
Keyword [en]
Business and economics, Brand, mergers, acquisitions, evaluation, inangible assets, brand equity, Cloetta, Hufvudstaden, NK Cityfastigheter, Candelia.
Keyword [sv]
National Category
Economics and Business
URN: urn:nbn:se:liu:diva-751OAI: diva2:22524
Available from: 2001-02-13 Created: 2001-02-13

Open Access in DiVA

fulltext(413 kB)1231 downloads
File information
File name FULLTEXT01.pdfFile size 413 kBChecksum SHA-1
Type fulltextMimetype application/pdf

By organisation
Department of Management and Economics
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 1231 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 898 hits
ReferencesLink to record
Permanent link

Direct link