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| Author: | McNaughton, L. |
| Title: | Linking brand value to shareholder value |
| Journal: | Admap
2004 : VOL. 39:3, p. 20-21 |
| Index terms: | Accountability Brands Marketing management Shareholder value Value analysis |
| Language: | eng |
| Abstract: | This article explains the importance of considering your brand as an asset. It discusse how to determine corporate brand equity and what kind of approaches there are to do it. It also explaind how the determine the brand premium. For corporate leadership a reasonable way to think about brands is in terms of their influence on any decision made about the company and in terms of creating equity and increasing efficiency of any business investment. |
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