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Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands
Journal of Advertising Research, 2004ABSTRACT This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand. ABV is a modular approach that integrates common marketing research metrics into financial calculations and meets ...
Oliver Hupp, Ken Powaga
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SSRN Electronic Journal, 2009
The success of brands and branding over the past 100 years is a strong sign for the value adding function and benefits of brands. However, seen from an evolutionary perspective, the value brands provide can only be understood in relation to both, time and place. Brands survive and are of value, because they fulfill a certain function in consumers lives.
Roland Schroll, Johann Füller
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The success of brands and branding over the past 100 years is a strong sign for the value adding function and benefits of brands. However, seen from an evolutionary perspective, the value brands provide can only be understood in relation to both, time and place. Brands survive and are of value, because they fulfill a certain function in consumers lives.
Roland Schroll, Johann Füller
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Separation of Brand Equity and Brand Value
Global Business Review, 2010Brand value and brand equity represent two different, yet intricately linked, concepts. Brand value is the net present value of future cash flows from a branded product minus the net present value of future cash flows from a similar unbranded product—or, in simpler terms, what the brand is worth to management and shareholders.
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International Marketing Review, 2016
PurposeAlthough multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful.
Chih-Pin Lin, Cheng-Min Chuang
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PurposeAlthough multinational enterprises (MNEs) based in emerging economies arose quickly during the past decade, most of these firms lack marketing capabilities and strong brands. Emerging-economy MNEs that have tried to build their own brands have been largely unsuccessful.
Chih-Pin Lin, Cheng-Min Chuang
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2012
Branding is widely recognized as an important marketing activity, yet marketing executives are challenged to prove the value of branding in clear financial terms. The objective of this chapter is to integrate emerging insights from the literature on branding and shareholder value into a process framework that helps enumerate and explain the brand ...
Shuba Srinivasan +2 more
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Branding is widely recognized as an important marketing activity, yet marketing executives are challenged to prove the value of branding in clear financial terms. The objective of this chapter is to integrate emerging insights from the literature on branding and shareholder value into a process framework that helps enumerate and explain the brand ...
Shuba Srinivasan +2 more
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The Infleunce of Brand Value, Brand Trust and Brand Attitude on Brand Attachment
2014Being able to build a relationship with a customer through the brand is a vital necessity for marketing. Established relationships with customers carry benefits for companies such as increased profitability. Previous studies have acknowledged the role brand attachment, brand trust and brand attitude play in the formation of committed behaviour, without
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2012
As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. In order to achieve knowledge in this, known research in
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As the society is changing due to technology, the markets are emerging into becoming more homogeneous. The consumer behaviour is changing, and with that, the value of brands. This thesis aims to investigate how consumers interpret brand values and how brands can generate value for the consumers’. In order to achieve knowledge in this, known research in
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Journal of Business Strategy, 1992
Through the 1960s and early 1970s, Schlitz beer was a strong number‐two beer brand supported by the well regarded gusto campaigns, such as the “You only go around once in life—so grab all the gusto you can.” In the mid‐1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain
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Through the 1960s and early 1970s, Schlitz beer was a strong number‐two beer brand supported by the well regarded gusto campaigns, such as the “You only go around once in life—so grab all the gusto you can.” In the mid‐1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain
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Design Management Journal (Former Series), 1997
CATERPILLAR MEANS great earth‐moving equipment. But as Bonnie Briggs explains, the attributes embodied in the Cat brand and its visual expression have meaning and economic value far beyond the realm of heavy machinery. As the company has become more involved in brand extensions, it has come to a better understanding of the Caterpillar brand, as well as
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CATERPILLAR MEANS great earth‐moving equipment. But as Bonnie Briggs explains, the attributes embodied in the Cat brand and its visual expression have meaning and economic value far beyond the realm of heavy machinery. As the company has become more involved in brand extensions, it has come to a better understanding of the Caterpillar brand, as well as
openaire +1 more source