Managing corporate brands successfully – approaches for strategic corporate communications
Siegfried HöglGfK Marktforschung, Germany; and Member of the Board GfK Ad HocResearch Worldwide.
Oliver HuppGfK Marktforschung, Brand and Communication Research, Germany.
HOLISTIC APPROACH FOR THE EVALUATION AND MANAGING OF CORPORATE BRANDS
Introduction
The awareness that corporate values are based largely on immaterial assets, and are no longer confined to fixed or current assets, has long been a part of international “common sense”. This awareness has been expressed in the volume of transactions witnessed for large-scale transnational mergers and acquisitions over the past several years. Consequently, the purchase price...