Understanding, measuring and using brand equity.
Paul Dyson Andy Farr Nigel Hollis Millward Brown International, United Kingdom
INTRODUCTION
It is a well recognised but still widely debated concept that there is a financial value which attaches to a brand name. A brand can and should be an enduring and profitable asset for its owners. Recognizing this fact, many brand owners have sought to place the monetary value of a brand on the balance sheet, in the same way that they would that of a capital...