Evaluation Of The Financial Value Of Brands
Henrik SattlerUniversity of HamburgSiegfried HglandOliver HuppGfK Marktforschung
INTRODUCTION
In recent years, more and more companies have realized the necessity of strategic management of their brand portfolio. This is valid for all sectors for fast moving consumer goods as well as for durable consumer goods, for the service sectors and for industrial goods. For example, telecommunication providers such as Vodafone attempt to make their products stand out from competitive offers which are often similar in price and service by deliberately loading their brand emotionally.
As wellfocused brand management...