Brand investment and valuation – a new, empirically-based approach
Frank Findley
Summary
The "brand" is one of the largest assets that a company owns. But unlike tangible assets like factories which are quantified on the balance sheet, a brand's financial value often goes unrecognized. This puts marketing and finance teams at a disadvantage for assessing investments in the brand such as media.
To bridge this gap MASB sponsored an ambitious project that brought together leading academics, marketing and finance practitioners from six blue-chip corporations, and specialists from several research companies.
An eighteen month tracking study of over one hundred twenty...