search query: @indexterm brand valuation / total: 57
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| Author: | Herremans, I. |
| Title: | Linking advertising and brand value |
| Journal: | Business Horizons
2000 : MAY-JUN, VOL. 43:3, p. 19-26 |
| Index terms: | ECONOMICS ADVERTISING BRAND VALUATION |
| Language: | eng |
| Abstract: | This advertising turnover factor can measure how well your ad dollars are building brand value in the industry. Regardless of whether or not it explicitly appears on the balance sheet, most top executives would agree that the value of a company's brands -- its brand equity -- is one of its most important assets. This is especially true for major consumer goods companies, such as Coca Cola and Nike. but what about business-to-business products? Recently, Allied Signal acquired Honeywell and decided to name the newly created company Honeywell. Why? |
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