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| Author: | Gerzema, J. (et al.) |
| Title: | Energy: igniting brands to drive enterprise value |
| Journal: | International Journal of Market Research
2006 : VOL. 49:1, p.25-45 |
| Index terms: | brand valuation brands |
| Language: | eng |
| Abstract: | Brand Asset© Valuator research has demonstrated that consumer perceptions of 'Energy' offer new insights into shifts in market value - adding to the case that brand building is best viewed as a strategic corporate investment. This unified metric links marketing performance with financial performance to prepare financial managers and brand managers to make more informed decisions on how to fund and guide marketing efforts to most effectively generate sales, equity and value. Furthermore, the Energy metric can serve as an organising principle for the creative forces found throughout the entire organisation: motivating business units to work collaboratively to bring innovation forwards to the benefit of the customer, the brand and the bottom line. |
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