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2019 | OriginalPaper | Chapter

7. Creating and Measuring Brand Value

Author : David W. Stewart

Published in: Financial Dimensions of Marketing Decisions

Publisher: 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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previous chapter Linking Marketing Outcomes to Financial Performance

next chapter Customer Lifetime Value: The Significance of Repeat Business

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Title: Creating and Measuring Brand Value
Author: David W. Stewart
Publisher: Springer International Publishing
Book: Financial Dimensions of Marketing Decisions
Print ISBN: 978-3-030-15564-3

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

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