TITLE

Step nearer to brand valuation 'perfection'

AUTHOR(S)
Smith, Stuart
PUB. DATE
April 2006
SOURCE
Marketing Week;4/20/2006, Vol. 29 Issue 16, p21
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the methodologies of brand valuation. Successful brands are maddeningly intangible. Brand valuation needs some guiding principle of measurement to manage the company that holds the brand. Investors decision of investment depends on the available insight into the company they are investing. The study of brand valuation is engaged in a quest for perfectibility. The latest significant challenger in the field of brand valuation, the BrandZ system devised by WPP subsidiary Millward Brown Optimor, heralds itself as an improvement on the Interbrand model long regarded as the global benchmark to beat.
ACCESSION #
20894478

 

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