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| Author: | Hupp, O. Powaga, K. |
| Title: | Using consumer attitudes to value brands: Evaluation of the financial value of brands |
| Journal: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 225-231 |
| Index terms: | Advertising Brands Consumer behaviour Consumer attitudes Finance Models |
| Language: | eng |
| Abstract: | This article introduces an Advanced Brand Valuation (ABV) model combining the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand. ABV is a modular approach integrating common marketing research metrics into financial calculations. It meets standards for tax and financial reporting purposes and it can be used for strategic decision-making purposes. |
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