What value brands?
Dr. Angela Pirrie
Historically, there has been an expectation of brand management to deliver immediate results despite the protracted nature of brand-building. Yet two recent developments in the world of brand valuation have once again recognised the importance and longevity of the brand asset. The importance of this asset in creating shareholder value is evident. On the basis of this, brand management can rightly take its place at the top table. It is only through measurement and evaluation that it can keep this place, however.
INTRODUCTION
If the past few months are anything to go by, it...