Soft measures, hard cash

Andy Farr, global head of research and development at Mindshare Worldwide, shows how a value can be put on the thoughts and feelings that consumers have about brands.

Soft measures, hard cash

Andy Farr

Brands are valuable to most businesses, but how do we really know? The City places a financial value on companies with strong brands that far outweighs their tangible assets. But where does this value lie, and as marketers how do we understand what it is, leverage it to grow the brand and increase value for the business?

Where does brand value reside? On the balance sheet, in the boardroom or with the marketing team? The answer is none of these: it lies in the head of buyers and potential buyers of the brand. Brands...

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