The Midas touch of branding: banks' brand value, intellectual capital and the optimization of the Interbrand methodology

What is it about?

This paper applies the Interbrand methodology, which indicates that the assessment of brand value implies the determination of economic profit as the difference between the net operating profit after tax and the cost of capital. This research has shown that the Interbrand methodology’s empirical foundations lie in the Montenegrin banking market, but also that, out of all of the analyzed parameters, the greatest significance is obtained from the profit of the brand, which influences the value of bank brands.

Featured Image