Brand evaluation: horses for courses

Discusses the management decisions which underlie the use of brand names within/across products, and brand evaluation.

Brand evaluation - horses for courses

Jim Eales

 

This article forms part of a Market Leader feature on brand equity. For an introduction to the feature, click here.

Valuing brands is a relatively new art and one that is fraught with complexity, mainly because the circumstances in which brands are to be evaluated will vary, requiring different approaches and interpretations. This article looks at these different situations and explains why there is no single approach.

That which we call a rose. By any other name would smell as sweet.

William Shakespeare...

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