The Experimental Evaluation of Brand Strength and Brand Value - Sciences Po Access content directly
Journal Articles Journal of Business Research Year : 2020

The Experimental Evaluation of Brand Strength and Brand Value

Junnan He

Abstract

Investments in intangibles, as opposed to things such as plant and equipment, have become more and more critical to the financial performance and growth of organizations. Brands represent an important source of intangible investment. Unfortunately, expenditures for branding are still commonly treated in financial accounting as expenses rather than as investments. There is a movement, however, to treat brands as financial assets. This can be approached directly by evaluating the financial value of a brand based on how strong the brand is in determining consumer choice versus a comparatively weakly branded product. We present a practical approach to evaluating brand strength using discrete choice experiments and estimation techniques that allow for the calculation of the value of brands as financial assets. Treating brands as assets and not expenses can allow companies to align marketing and finance around internal investments and provide outside investors with much needed financial information.
Fichier principal
Vignette du fichier
2020_he_calder_the_experimental_evaluation_of_brand_strength_and_brand_value.pdf (1.21 Mo) Télécharger le fichier
Origin : Explicit agreement for this submission

Dates and versions

hal-03878387 , version 1 (29-11-2022)

Licence

Attribution - NonCommercial - NoDerivatives

Identifiers

Cite

Junnan He, Bobby Calder. The Experimental Evaluation of Brand Strength and Brand Value. Journal of Business Research, 2020, 115, pp.194-202. ⟨10.1016/j.jbusres.2020.04.035⟩. ⟨hal-03878387⟩
15 View
164 Download

Altmetric

Share

Gmail Facebook X LinkedIn More