Thomas Jr., Greg Metz; Parkhurst, Jeffrey D.
November 2006
Marketing Management;Nov/Dec2006, Vol. 15 Issue 6, p48
The article discusses brand valuation. While brands have been established as assets by most businesses, their values are usually not quantified. Though it is difficult to assign a value to an intangible concept, unvalued brands can cause complications when marketing organizations seek support from senior management for processes that will increase brand value. The article details the benefits of brand valuation in the business ecosystem, which includes better decision making, and analyzes methods to calculate brand value.


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