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Marketing - Brand Value & Brand Valuation


Brand valuation: what it means and why it matters Over recent years, intangible assets have become more important to businesses operating in a wide variety of industries. This in turn has put a premium on being able to come up with credible ways to value brands. We believe that two things are necessary to support the effective communication of the contribution of brands to business performance: a more precise definition of the brand asset; and a robust methodology for quantifying the shareholder value that is generated by the brand. pdf  






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Status: 21. Januar 2014