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| Author: | Muir, D. |
| Title: | The real case for brand-based investment |
| Journal: | Admap
2005 : VOL. 40:3, p. 35-37 |
| Index terms: | Brands Marketing Value analysis |
| Language: | eng |
| Abstract: | The article explains what it means when your brand is worth x million on the balance sheet and reviews the two cultures with different opinions about it. The author argues that brand power lies in shareholder value creation. |
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