Abstract
Should we estimate the value of a brand through financial valuation or the vaguer method of evaluation? To make a choice, we should first clarify one question—what is the true value of branding? This question is then deconstructed into a few other questions and answered: What are the characteristic functions of a company? What makes the difference between thoughtful homo psychologicus and the less thoughtful ones? What are the similarities and differences between the most popular valuation methodologies in the market?
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Story, H.Y. (2020). The Value of Thoughtfulness?. In: The Rational Homo Psychologicus. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-32-9503-2_2
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