Results 261 to 270 of about 1,093,955 (305)
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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.
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2018
Abstract This chapter presents a short overview of core branding values and provides a description of how to capture them in a business-to-business (B2B) context. However, the reader should keep in mind that the value of branding is a broad term consisting of different aspects, which makes it challenging to capture and present them ...
Wilhelmina Sirén +2 more
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Abstract This chapter presents a short overview of core branding values and provides a description of how to capture them in a business-to-business (B2B) context. However, the reader should keep in mind that the value of branding is a broad term consisting of different aspects, which makes it challenging to capture and present them ...
Wilhelmina Sirén +2 more
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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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Journal of Brand Management, 1998
This paper looks at the concept of brand equity and its role in financial reporting, management accounting and brand management.
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This paper looks at the concept of brand equity and its role in financial reporting, management accounting and brand management.
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