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| Author: | Guilding, C. Pike, R. |
| Title: | An exploratory study of the managerial implications of valuing brands |
| Journal: | British Journal of Management
1994 : JUN, VOL. 5:2, p. 101-111 |
| Index terms: | BRANDS UNITED KINGDOM COMPANIES |
| Language: | eng |
| Abstract: | This paper reports the results of interdisciplinary research extending the work of Mather and Peasnell (1991) reported in an earlier issue of this journal. Mather and Peasnell conducted an empirical analysis of the economic circumstances surrounding decisions to capitalize brands. This study investigates the managerial implications of periodically assessing and capitalizing the value of brands. Exploratory interviews were conducted with the key players in brand valuation activity. |
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