Using consumer attitudes to value brands: evaluation of the financial value of brands
Oliver Hupp and Ken Powaga
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
TREATING BRANDS AS ASSETS
BRANDS ARE NOTmerely names or logos, they are valuable assets that need to be managed...