How marketers should use brand valuation
Janet HullIPA
Anecdotal evidence suggests that, in the weeks leading up to the Business Weekissue of Interbrand's annual brand league table, bets are placed among the biggest US brand owners on who will be top, and who will have moved up most places. Putting aside any cynicism about the mechanics of the calculations behind the brand valuation, the league table itself has entered the boardroom psyche, and, for a moment in time, occupies the attention of CEOs. Perhaps this level of interest is understandable given that, typically, half of the top...