RT Journal Article
SR Electronic
T1 The Brand in the Boardroom
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 146
OP 161
DO 10.2501/JAR-55-2-146-161
VO 55
IS 2
A1 Joanna Seddon
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/2/146.abstract
AB 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 brand's 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.