Brand health: an individual challenge

This article argues that while creating a model of the consumer market is essential for brand strategy, it is not uniform but varies between sectors.

Brand health: an individual challenge

Ian Addie

Increasingly, businesses are listing marketing expenditure as an asset on their balance sheet, as opposed to a cost in the profit-and-loss account, arguing that this expenditure is an investment in the brand, and builds brand equity and ultimately business value.

However, for this to be true, we would expect such expenditure to generate an absolute minimum return equal to that of the investment, although in practice a successful investment should generate a considerably greater return in order to make it worthwhile. The key questions for any business, and for that matter any current...

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