Expanding the view. There is more to brand value than meets the eye
Article Abstract:
Emphasizing the need to know the brand value by brand managers' different techniques that are followed to measure brand value have been described. The shortcomings present in the existing brand value measuring techniques have been provided. A new brand value assessing system developed by Brand Finance, a brand consultancy in London has been discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
The marginalized brand
Article Abstract:
The issue of brand marginalization in organizations is discussed. The focus on brands and branding is becoming less strategic and is not so managerially relevant anymore. Branding is now in the purview of a single department rather than the organization. The repercussions of this are examined.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Reaching the right purse strings: how to make money with business services. A tale of service success
- Abstracts: Feeding the growth strategy. The inside track. For good measure
- Abstracts: Better branding than advertising. So you want to be a brand guru. Branding geometry: brand equity is still in the eye of the beholder
- Abstracts: Extending from the core. Saving the world with cause-related marketing. Start-up marketing: how to turn new companies into large companies at the speed of light
- Abstracts: The terror of marketing. Addressable attitudes. The buzz about hiving: comfort through connection is what consumers crave