Brands.

Format:

Book

Author/Creator:

Calder, Bobby J.

Series:

Foundations and Trends® in Marketing

Foundations and Trends® in Marketing ; v.51

Language:

English

Subjects (All):

Branding (Marketing).

Intangible property.

Physical Description:

1 online resource (88 pages)

Edition:

1st ed.

Other Title:

Brands

Place of Publication:

Norwell, MA : Now Publishers, 2020.

Summary:

This monograph draws on research on the marketing-finance interface to suggest how marketing and finance can become better aligned. The overriding issue is how to use the power of brands to link marketing's role in creating value for consumers and finance's role in deploying assets to obtain the best financial returns and shareholder value.

Contents:

Intro

Preface

Introduction

The Fundamental Problem with the Marketing-Finance Interface

Conceptual Issues Affecting the Marketing-Finance Interface

Distinguishing Brand Strength from Brand Value

Recognizing Brands as Intangible Financial Assets

Brands versus Customer Lifetime Value

Valuation Companies and Published Measures of Brand Value

The Evidence That Brands Matter for Financial Performance

Brands Matter for Firms (Value Relevance)

Brands Matter for Investors

Brands and Shareholder Value

Brand Evaluations and the Marketing-Finance Interface

Brand Evaluations

Implications for the Marketing and Finance Interface

Brand Evaluation Reporting

The Societal Perspective: Brand Purpose and Engagement

Brand Purpose Must Address the Shareholder-Stakeholder Dilemma

Brand Purpose Requires Brand Engagement

Brand Purpose Accountability and Integrated Reporting

Managerial Implications

References.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

9781680837476

1680837478

OCLC:

1263872156