Increasing the value of companies
Peter Field
Marketers are commonly more concerned with building brand awareness and image than shareholder value. This is unfortunate, as it undervalues their true role. In fact there are a number of case studies where enlightened marketing could demonstrate an impact on the company stock price. Of course this is rarely possible with multi-brand companies, where the fortunes of one brand are diluted by the rest. But useful lessons can be learnt from single-brand companies that have seen beneficial stock-price movements as a result of marketing activity.
The importance of brands to shareholder value is...