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Chasing brand value: Fully leveraging brand equity to maximise brand value
Journal of Brand Management, 2008Both researchers and practitioners seek to understand how to leverage brand equity to create value. Adopting ‘the theoretical separation of brand equity and brand value’ framework originally proposed in the Journal of Brand Management by Raggio and Leone, this conceptual paper looks more closely at the brand value construct and the implications of the ...
Randle D Raggio, Robert P Leone
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Long Range Planning, 1990
In 1984 News Group, the Australian flagship company of Rupert Murdoch’s world-wide publishing empire included a valuation for ‘publishing titles’ in its balance sheet. Murdoch did this because the ‘goodwill’ element of publishing acquisitions — the difference between the value of the net assets and the price paid — can be enormous and, being an ...
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In 1984 News Group, the Australian flagship company of Rupert Murdoch’s world-wide publishing empire included a valuation for ‘publishing titles’ in its balance sheet. Murdoch did this because the ‘goodwill’ element of publishing acquisitions — the difference between the value of the net assets and the price paid — can be enormous and, being an ...
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Evaluating brand value on the web
Proceedings of the 3rd workshop on Information credibility on the web, 2009The value of a brand name is an important factor that consumers often take into consideration when making their purchasing decisions. However, it is difficult for users to evaluate correctly the value of a brand name, especially when they encounter it for the first time. In reality, sometimes a brand's description or its use is purposely manipulated so
Takuya Kobayashi +3 more
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Journal of Brand Management, 1995
Efforts to obtain measures of brand equity have taken two paths. Some have approached the matter by trying to identify the sources of equity while others have tried obtain a holistic measure. This paper takes the view that, in the absence of a holistic measure, one cannot determine the leverage of the equity components on the brand's overall equity.
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Efforts to obtain measures of brand equity have taken two paths. Some have approached the matter by trying to identify the sources of equity while others have tried obtain a holistic measure. This paper takes the view that, in the absence of a holistic measure, one cannot determine the leverage of the equity components on the brand's overall equity.
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Review of Economic Dynamics, 2012
Abstract We study the role of brand capital – a primary form of intangible capital – for firm valuation and risk in the cross section of publicly traded firms. Using an empirical measure of brand capital stock constructed from advertising expenditures accounting data, we show that: (i) firms with low brand capital investment rates have higher average
Frederico Belo +2 more
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Abstract We study the role of brand capital – a primary form of intangible capital – for firm valuation and risk in the cross section of publicly traded firms. Using an empirical measure of brand capital stock constructed from advertising expenditures accounting data, we show that: (i) firms with low brand capital investment rates have higher average
Frederico Belo +2 more
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Brand experimental value versus brand functional value: which matters more for the brand?
European Journal of Marketing, 2015Purpose – The purpose of this study is to analyze the relative higher impact of brand experiential value over brand functional value in generating brand equity, consumer–brand identification and positive word-of-mouth (WOM).
Elena Delgado-Ballester +1 more
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Social Brand Value and the Value Enhancing Role of Social Media Relationships for Brands
2012 45th Hawaii International Conference on System Sciences, 2012Due to the social media revolution and the emergence of communities, social networks, and user generated content portals, prevalent branding concepts need to catch up with this reality. Given the importance of social ties, social interactions and social identity in the new media environment, there is a need to account for a relationship measure in ...
Johann Füller +3 more
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Brand value creation: Analysis of the Interbrand-Business Week brand value rankings
Marketing Letters, 2006Brand value has become an important corporate performance metric, as can be observed from the close following of the annual Top 100 Brand Values ranked by brand consultancy firm Interbrand and reported in Business Week. In this study, we employ a simultaneous equations model to examine the non-linear influence of lagged advertising, marketing ...
Chu, S., Keh, H.T.
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