Marketing, Finance And Accountability - Building The Bridge

The authors look at the new philosophy of long-term brand management and develop the case for finance and marketing integration, and the vital issue of brand equity measurement.

Marketing, Finance and Accountability – Building the Bridge

How brand valuation benefits both disciplines

Jakes SrinvasanandShailendra Kumar Interbrand Corporation

 

'If this company were split up, I would give you the property, plant and equipment and I would take the brands and trademarks and I would fare better than you.'

John Stuart, Former CEO – Quaker

It is no longer controversial to say that brands are often the most important of all assets...

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