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...
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.
