The Brand in the Boardroom: Making the case for investment in brand
Joanna Seddon Ogilvy RED, New York
Contents
- Introduction
- The origins of brand valuation – Investment bankers – Accountants – Tax experts
- Brand valuation methods today–...
The Brand in the Boardroom: Making the case for investment in brand
This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.
