Brands are among the most valuable intangible assets of the firm. The billions of dollars assigned to Apple, Google, and Hermès on Interbrand’s annual ranking lists attest to their value. But notwithstanding these impressive numbers, do firms fully capitalize on the financial strength of their brands? According to Dr. Marc Fischer of the University of Cologne, the answer to this question is not so clear as one might think.
At MASB Summer Summit, Aug. 8-9 at Rutgers Business School, Fischer will present “How to Leverage the Brand to Impress Your Investors.” His research introduces a novel brand-analytic framework that helps firms analyze and understand their current financial brand leverage strategy, and if necessary, take corrective action to implement the most promising brand strategies and realize their full brand leverage potential. “The study of a broad sample of firms listed at the U.S. stock market, covering the major industry sectors, suggests that many firms could benefit from such a strategic analysis. On average, the analyzed firms only realized 35% of their brand leverage potential that is worth US$ 2.1bn per brand or 4.3% of firm value, respectively.”
Fischer will also relate how he recently started a working committee on “Marketing Performance Analytics” within the Schmalenbach Association in Germany, which was founded long ago to deepen the exchange between research and practice. Top marketing executives representing various industries are working on the topic of the “Ideal Marketing Metric.”
Dr. Marc Fischer is Professor of Marketing Science and Analytics at the University of Cologne. His expertise includes the measurement and management of marketing performance, brand management and the optimization of marketing mix. He is Morrison Faculty Fellow at the Anderson Graduate School of Management at UCLA, Los Angeles. He is currently academic director of Cologne’s globally leading master program involving 33 top universities from 32 countries around the world.
His articles have appeared in Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Quantitative Marketing and Economics, International Journal of Research in Marketing, Interfaces, and other academic journals. He is Associate Editor of the Journal of Marketing and member of the Editorial Review Boards at Journal of Consumer Research and International Journal of Research in Marketing. He serves as Department Editor Marketing for Business Research and was co-editor of Business Administration Review (DBW) from 2013-2017.
MASB SUMMER SUMMIT 2024 takes place Thursday, August 8, 9 AM through Friday, August 9, 1 PM, at Rutgers Business School – New Brunswick; 100 Rockafeller Road, Piscataway, New Jersey. Free parking available. Reception and dinner Thursday evening. Request your invitation from events@themasb.org.
