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2019 | OriginalPaper | Buchkapitel

7. Creating and Measuring Brand Value

verfasst von : David W. Stewart

Erschienen in: Financial Dimensions of Marketing Decisions

Verlag: Springer International Publishing

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Abstract

Few concepts are more central to marketing than brand. Despite the importance of brand, estimation of the value of a brand and the return on marketing investments employed to build brands has been elusive. This chapter examines the measurement of brand health and value, identifies drivers of brand value, and develops a formal model for valuing a brand and for determining the value of brand-building activities and expenditures.

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Vorheriges Kapitel Linking Marketing Outcomes to Financial Performance

Nächstes Kapitel Customer Lifetime Value: The Significance of Repeat Business

In the United States, the economic value of a brand is systematically evaluated only when a merger or acquisition necessitates placing a value on such assets as part of the justification for the sales price or in the context of an “impairment,” in which a firm writes down the value of a brand and takes a loss because of some event that is thought to have damaged the brand.

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Titel: Creating and Measuring Brand Value
verfasst von: David W. Stewart
Verlag: Springer International Publishing
Buch: Financial Dimensions of Marketing Decisions
Print ISBN: 978-3-030-15564-3

Electronic ISBN: 978-3-030-15565-0

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-15565-0_7