What they know and we don't

Article Abstract:

A failure by marketing and marketing managers to identify the inherent value of brands and branding in the targeted or acquired organizations had caused changes in the structure and make up of financial markets worldwide. Through the development of financial models to estimate intangible future values of brands, financial practitioners discover that intellectual property, business relationships, and long term business agreements are the true elements that make up a brand.

Acquisitions & mergers, Venture Capital Companies, Miscellaneous Intermediation, Investors, not elsewhere classified, Mergers, acquisitions and divestments, Company acquisition/merger, Influence, Intangible property, Intangible assets, Brand equity

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Lost in transition

Article Abstract:

The preference of several marketers to continue using old priciples of branding products and services despite emergence of new techniques is discussed.

Marketing procedures, Venture Analysis, Business enterprises, Company marketing practices, Brand image

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Financial Heresy

Article Abstract:

The financial value measurement of brands, branding is discussed.

Marketing

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