Evaluation of the financial value of brands

Oliver Hupp, Siegfried Hogl and Henrik Sattler

This paper points out the problems of currently existing approaches for the evaluation of the financial value of brands.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands