Valuation of Brand by the Example of the Largest Retail Companies in Russia

Brands are considered as the most strategic assets of many companies and least identifiable when considering financial statements due to their lack of balance (in case of non-acquisition). The main reason is that their evaluation leads to high discrepancies, depending on the appraiser, the method used and the date of evaluation. The purpose of this study is to collect and classify the basic methods of brand evaluation used by both scientists and practitioners before applying them to the practical case of Adidas in order to choose one that leads to, apparently, the most accurate results compared to the reference Assessments from third parties, Based on the Adidas brand evaluation, it will be revealed that even if the methods lead to very diverse results, the determination of the evaluation range is still possible to get the first idea of ​​the brand value. The methods leading to the most consensual results for the Adidas case were the royalty-paying approach and the demand-based approach, which are mainly used by practitioners, as stated by Salinas (2009).