A company's most important asset is its brands, but efforts to measure the return on the investments made in brand building have been imprecise. Management often treats brand building as an expense - not an investment - while many investors lack the tools to accurately assess the value of brand assets. Providing a vivid roadmap on how brands are built (and destroyed), this resourceful book delivers rigorous metrics that allow brand-building investments to be effectively evaluated and managed financially. It illustrates why brands are financial assets and need to be managed as such, as well as offers thorough coverage of tangible vs. intangible attributes, including implications of FAS 142. It also addresses brand metrics for different audiences - investors, senior managers, brand managers, sales forces, and employees. Encompassing manufacturers and service providers, the book offers a thorough guide for implementing a successful metrics-based brand management program.
- Hardback | 300 pages
- 160.02 x 231.14 x 35.56mm | 703.06g
- 01 Apr 2008
- Cengage Learning, Inc
- Texere Publishing
- Florence, United States
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Table of contents
Chapter 1: The Need. Chapter 2: What is a Brand? What isn"t? Chapter 3: Brands as Financial assets. Chapter 4: Value Creation & Value Creators/Value Destruction & Value Destroyers. Chapter 5: Current Measurement Systems and Problems. Chapter 6: What is Brand Value and Brand Equity? Chapter 7: Brand Loyalty and Brand Performance. Chapter 8: What is Branding? Chapter 9: Brand Process Case Successes. Chapter 10: Implementing the Branding Process. Chapter 11: Value-based Brand Segmentation. Chapter 12: Tracking Brand Performance. Chapter 13: How to Put Into Practice in the Organization/Corporation. Chapter 14: Salient Lessons for Marketing Service Providers. Chapter 15: How the Financial Community Can Apply These Lessons. Chapter 16: How to Use This Book.