Article1991

The Valuation of Brands

31 citations0/0 files storedMarketing Intelligence & Planning

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for brand portfolios and the current high level of interest in brand evaluation for strategic planning purposes. The phenomenon of brand evaluation is examined and the many different uses to which brand evaluation is now being put are reviewed.

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2013Branding vs contract manufacturing: capability, strategy, and performance 1995Renaissance: a case study in brand revitalization and strategic realignment 2001Brand value accounting: an international comparison of perceived managerial implications 2008The competence and constraints of brand building for contract manufacturers 2010Branding of post‐purchase ancillary products and services 1998Separating the brand asset from the goodwill asset 2006Interfunctional cooperation in progressing accounting for brands 1994Dimensions of brand performance: Challenges for marketing management and managerial accountancy

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