Emerging Brand Issue: Brand Value Calculation
August 11, 20071 min
There is an ever-increasing pressure on marketers to quantify the impact of brand management activities and investments on short and long term business results. Given the growing recognition that much of a company’s value derives from its non-tangible assets (such as its brands), public accounting firms will increasingly try to quantify the value of brands and their ROI, perhaps in ways that are overly simplified and not acceptable to marketers. Marketers would be well advised...
