The Brand in the Boardroom: How Ogilvy & Mather Reinvented The Marketing Principles of Brand Valuation

Joanna Seddon

Brand valuation began in the 1980s as a financial tool used to separate out the value of brands from goodwill for accounting purposes.

The Brand in the Boardroom: How Ogilvy and Mather Reinvented The Marketing Principles of Brand Valuation

Joanna Seddon

OgilvyRED

MANAGEMENT SLANT

  • Exploiting the power to link brand to money provides a financial justification for marketing decisions.
  • This enhanced...

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