Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Findley and Meier discuss how regular measurement and analysis of the financial value of brands demonstrates the material contribution of brands to the overall value of the enterprise and is an excellent decision- making tool to enhance long-term enterprise value.
CONTENTS
- Why Brands Must be Valued in Financial Terms
- The Brand Value Accounting Dilemma
- Emerging Best Practices
- The Path Forward
FVB Measurement Provider Summaries: Brand Finance, Kantar BrandZ, Interbrand, Ogilvy Consulting, and Presciant
Additional content:
Measuring Brand Equity and Brand Value
terms from the Universal Marketing Dictionary
The Bud Light Brand Divorce