TITLE

Financial Heresy

AUTHOR(S)
Schultz, Don E.
PUB. DATE
November 2005
SOURCE
Marketing Management;Nov/Dec2005, Vol. 14 Issue 6, p10
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article focuses on how brands, branding and brand value should be financially measured. Marketing mix modeling which attempts to parse the elements of a branding campaign using correlation and regression to get at financial returns, is not the answer. Neither is the customer-based equity approach, which uses different forms of attitudinal change through in-market tracking. To get the brand value, marketers need to appreciate the brand holistiocally. Western cultures are notorious for trying to separate, categorize, and itemize anything and everything.
ACCESSION #
19080520

 

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