Don't cut off the hand that feeds you

This paper will show how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand building activities.

Don't Cut Off The Hand That Feeds You

Understanding the link between brands, marketing investment and shareholder value creation

Andy Farr Millward Brown 

INTRODUCTION

Great marketing is the most important factor in creating shareholder...