Using consumer attitudes to value brands: evaluation of the financial value of brands

This article introduces an Advanced Brand Valuation (ABV) model that combines the psychological strength of a brand in the mind of its consumers with accepted accounting practices to determine the true financial value of a brand.

Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands

Oliver HuppGfK Markforschung

Ken PowagaGfK Custom Research Inc


BRANDS ARE NOTmerely names or logos, they are valuable assets that need to be managed...