In companies where the brand is a key source of competitive advantage, it is necessary to collect and evaluate data as part of brand management. To do this, managers need to be informed of the various functional areas of the whole company. One of the ways accountants can provide useful information for marketers is to conduct periodic evaluations of the brand, the appointment of the financial value of the authorized capital created by the name or image brands including NIKE, or Intel. Doing this means management decisions on short-term and long-term cost benefits. Here we describe how brands can be evaluated and how this information can be used for decision making. Assessment methods include the cost of the brand approach, market approach, income approach, and the form of approaches (which use several criteria to achieve brand value, as is the practice at the consulting firm Interbrand and financial magazine World). The advantages and disadvantages of these approaches into account. Measure of brand value can include subjective elements, but the lack of financial measures means that the importance of intangible assets can be passed. Brand evaluation, as a bridge between the different functions and disciplines to be the most promising technique, illustrating the importance of brand managers. "Hide
by Karen S. Cravens, Chris gilding Source: Business Horizons 10 pages. Publication Date: July 15, 1999. Prod. #: BH031-PDF-ENG
Related Case Solutions & Analyses:
Blackhawk Urology
Drug Eluting Stents: Paradigm Shift in the Medical Device Industry
Lucas Chevrolet File
W. K. Kellogg Company A
Rabobank Nederland
Taxing Situations: Two Cases on Income Taxes and Financial Reporting
Depreciation at Delta Air Lines: The ‘Fresh Start’
Finding Its Niche: Community Development Venture Capital
Corporate Greenhouse Gas Accounting: Carbon Footprint Analysis
Seat Pagine Gialle – Coping with Financial Distress (Part A)
