The Real Case For Brand-Based Investment
David Muir Ogilvy
What does it mean that the Coca-Cola brand is worth around 102 billion?
In what way does this change our actions? What can we possibly do with this information?
One thing we could...
The real case for brand-based investment
David Muir, group development director of Ogilvy and co-author of 'The Business of Brands', argues that the proper place for the value of the brand is not on the balance sheet, as an asset, but as a dynamic in the building and driving of shareholder value (thus as part of the P&L and cash flow statements of the business).
