Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands
Oliver HuppGfK Markforschung
Ken PowagaGfK Custom Research Inc
TREATING BRANDS AS ASSETS
BRANDS ARE NOTmerely names or logos, they are valuable assets that need to be managed and cared for. Even though brands are classified as intangible assets, we know that strong brands have real and lasting effects on company performance. A strong brand represents an unmistakable mental image of a product or service that is solidly anchored in the consumer psyche (Meffert, 2000). When this image is positive, consumers find the brand...