Brand valuation: from marketing department to boardroom

The article discusses the importance of brand valuation to company management. Through development of brand value metrics, the precise economic benefits the brand has on every aspect of the business can be understood.

Brand valuation: from marketing department to boardroom

Rita CliftonInterbrand

This idea of brands functioning as corporate assets, rather than expenses, might seem obvious now, but was the basis for some revolutionary thinking. The breakthrough was to...

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