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- W2275173616 abstract "<h3>ABSTRACT</h3> Brand valuation began in the 1980s as a financial tool used to separate out the value of brands from goodwill for accounting purposes. It since has become the provenance of firms that create a single point-in-time number for a brand9s value, often using dubious methodology. This study proposes to morph brand valuation into a transparent, accessible tool that can guide and inform every aspect of brand building and provide the financial underpinning for the many decisions that propel business growth. It also should empower marketing leaders to claim their rightful place in the boardroom as managers of the brand asset." @default.
- W2275173616 created "2016-06-24" @default.
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- W2275173616 date "2015-06-01" @default.
- W2275173616 modified "2023-09-23" @default.
- W2275173616 title "The Brand in the Boardroom" @default.
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- W2275173616 doi "https://doi.org/10.2501/jar-55-2-146-161" @default.
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