In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhancethe understanding of the brand as an economic asset, to make better business and investment decisions. INDICE: Introduction What Is A Brand? The Value Of Brands Assessing the Value Of Brands Brands On The Balance Sheet Brand Securitisation Brand Value In Mergers& Acquisitions Brand Licensing The Brand Value Chain Return On Brand Investment (ROBI) Brands and The Stock Market Managing Brand Value Conclusion Bibliography
- ISBN: 978-0-230-23250-1
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 200
- Fecha Publicación: 07/05/2010
- Nº Volúmenes: 1
- Idioma: Inglés