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HOW DOES INTERBRAND DERIVE THE VALUE OF BRANDS? Our valuation approach is a derivative of the way businesses and financial assets are valued. It fits with current corporate finance theory and practice. There are three key elements and they are detailed below: FINANCIAL FORECASTING We identify the revenues from... 顯示更多 HOW DOES INTERBRAND DERIVE THE VALUE OF BRANDS?
Our valuation approach is a derivative of the way businesses and financial assets are valued. It fits with current corporate finance theory and practice. There are three key elements and they are detailed below:

FINANCIAL FORECASTING
We identify the revenues from products or services that are generated with the brand. From these branded revenues we deduct operating costs, applicable taxes and a charge for the capital employed to derive intangible earnings. Intangible earnings are the earnings that are generated by all of the business’s intangibles, including brands, patents, R&D, management expertise, etc. This is a prudent and conservative approach, as it only rewards the intangible assets after the tangible assets have received their required return. The concept of intangible earnings is, therefore, similar to value based management concepts, such as economic profit or EVA (Economic Value Added is Stern Stuart’s branded concept). Based on reports from financial analysts, we prepare a forecast of intangible earnings for six years.
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