Marketing & Brand Management: Brand value, valuation

 

In this fresh-thinking analysis, John Gerzema and Edward Lebar analyse the growing 'brand bubble' - the perilous situation in which financial market expectations and values of brands continue to rise

This article argues that in a recession branding, and brand management, become more important, not less; recession provided opportunity for those companies which understand this. In recession, not onl

The author argues for the importance of brand valuation. Brands with high values or strengths are proved to be the best survivors in recession: they not only generate higher sales and price retention, ...

Many businesses still view the brand as the province of the marketing department and the basis for new advertising and communication, even if it is acknowledged that the brand is important. But when a

The article discusses the importance of brand valuation to company management. Through development of brand value metrics, the precise economic benefits the brand has on every aspect of the business c

Brand valuation is regarded by many marketers as providing the definitive proof of the business value of marketing. The various brand rankings by value released each year attract plenty of attention. ...

This article argues that agencies which value brands, like financial ratings agencies, are probably using flawed models - rather, the true "ownership" of brands lies only with their users. W ...

The techniques and methodologies of brand valuation have had a dramatic impact on business. Generally, this has been positive, with vastly increased interest in the value of intangibles leading to the ...

This article describes the proprietary Y&R brand equity model, BrandAssetTM Valuator (BAV), and how it is used to diagnose brand health. As well as diagnosis, it delivers prescription: what should be ...

This article discusses the value of developing strong brands. The strength of a brand's relationship with consumers can be shown in two dimensions: presence (how many know about the brand) and voltage ...

The fact that brand accountability is important is not new, but it appears that few senior marketers have grasped how to represent the importance of branding to their senior managers. Most research sh ...

The brand-customer relationship model, which sees the brand as an intangible asset with a value (as a kind of property) is flawed, but it can be useful provided advertisers remember that it is only a ...

As the world of brands becomes ever more cluttered and competitive, the marketer’s task of building and maintaining strong brands becomes increasingly difficult. Senior management wants concrete evide ...

This report details some of the findings of The BrandFinance250 Report (BF250), which provides a ranked index of the world’s 250 most financially valuable brands. It lists the top global brands across ...

Many of the world’s biggest companies derive more than half their value from their brands. And, more generally, there’s clear evidence that building strong brands through effective marketing can have ...

In the past, marketing was often said to be unaccountable. Not any more. Today, marketers are required to show how their expenditure is delivering a return, by contributing to brand and business succe ...

BrandAsset® Valuator research has demonstrated that consumer perceptions of ‘Energy’ offer new insight into shifts in market value – adding to the case that brand building is best viewed as a strategi ...

Andy Farr, global head of research and development at Mindshare Worldwide, shows how a value can be put on the thoughts and feelings that consumers have about brands. He describes how brand valuations ...

Identifying the world's biggest brands is a complicated process, but there are a number of global rankings released annually which try and achieve just that aim. This report looks at three of the most ...

Trevor Richards, global director of brand and advertising research at TNS, makes a further contribution to the advertising accountability debate, and the search for a holistic system to measure and le ...

Thayne Forbes, joint MD at Intangible Business, looks at how marketers can calculate an advertising campaign's contribution to the brand's future earnings (or equity) over the short and long-term. He ...

This paper outlines a uniquely comprehensive approach to managing the measurement of brand communication effects. It describes an integrated brand value chain management model and a practical means to ...

Television advertising is important for maintaining the value of a brand in a way we can control, yet marketers are increasingly being required to justify the value gained for TV spend. This article s ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Jon Montgomery, partner in the Hudson Group in New York, and Michael Lieberman, founder and president of Multivariate Solutions, discuss brand equity and a number of quantitative techniques to measure ...

Establishing whether a brand is an asset should be more important for marketers than short-term ROI. To qualify as an asset, a brand must be able to generate future cash flow, and this depends on cust ...

This article discusses the benefits of the 'brand scorecard' for marketing control and accountability. It is recommended as a separate but linked portion of the overall marketing dashboard: whereas th ...

Using two cases from the IPA dataBANK, this paper looks at two differing approaches to adding value to a brand through communications. The mass-targeted TV advertising of PG Tips is compared with the ...

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) ...

Describes what UK stock market analysts are looking for when they evaluate fmcg companies. The increase in foreign equity ownership and the activity of hedge funds (with their interest in short-sellin ...