A new generation of brand controlling

Oliver Hupp and Siegfried Hogl

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands.

A New Generation Of Brand Controlling

Evaluating the effectiveness and efficiency of the complete marketing mix

Siegfried Hgl and Oliver Hupp GfK Marktforschung

INTRODUCTION

Without a doubt, brands currently represent the most important factor in determining business success. This is suggested by a survey of businesses carried out by PricewaterhouseCoopers and Sattler (1999) which found that, on average, the asset consisting of the...

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