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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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1994
The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount ...
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The value of a brand, like that of any other similar economic asset, is the worth now of the benefits of future ownership. In order to calculate brand value one must identify clearly: (i) the actual benefits of future ownership — that is, the current and future earnings or cash flows of the brand; and (ii) the multiple or discount ...
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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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Value-oriented brand positioning
The International Review of Retail, Distribution and Consumer Research, 2000The objective of brand positioning is to place a brand that is clearly distinguishable from competitors' brands on the market. The principal aim is to ensure that the brand occupies a unique position on the market and that it is endowed with a precisely defined profile with clear-cut contours.
Andreas Herrmann, Frank Huber
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From brand values to customer value
Journal of Marketing Practice: Applied Marketing Science, 1996Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need for marketing today is as strong as ever. However, the practice of marketing
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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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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. Brand equity is a set of
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2022
The aims of this paper are to give an overview of the achievements from different, wider angles point of view of issues related to the methodology of valuing brands. The paper will analyse the dimensions of brand equity, brand value and related research achievements regarding brand valuation.
Maršić, Kristina +3 more
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The aims of this paper are to give an overview of the achievements from different, wider angles point of view of issues related to the methodology of valuing brands. The paper will analyse the dimensions of brand equity, brand value and related research achievements regarding brand valuation.
Maršić, Kristina +3 more
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2010
The importance of brands as corporate assets is now embraced by most leading companies around the world. Many CEOs are convinced that their brand or brands are key to the success of their business. The publicly available brand rankings most notably the “Best Global Brands” survey published annually in BusinessWeek have put the brand on the c-suite ...
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The importance of brands as corporate assets is now embraced by most leading companies around the world. Many CEOs are convinced that their brand or brands are key to the success of their business. The publicly available brand rankings most notably the “Best Global Brands” survey published annually in BusinessWeek have put the brand on the c-suite ...
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1994
At Grand Metropolitan we believe our brands to be our most valuable assets. Our businesses in foods, drinks and retailing are all about consumer brands. We use brands to add value to our food and drink products and to our retail outlets, encouraging consumer loyalty and confidence.
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At Grand Metropolitan we believe our brands to be our most valuable assets. Our businesses in foods, drinks and retailing are all about consumer brands. We use brands to add value to our food and drink products and to our retail outlets, encouraging consumer loyalty and confidence.
openaire +1 more source