How Marketing Adds Financial Value to a Business

  • Nigel Hollis

Abstract

Since 2006, Millward Brown has created an annual ranking of the world’s most valuable brands on behalf of its parent company, WPP. The BrandZ Top 100 Most Valuable Global Brands Ranking is different from other rankings because it integrates financial data with attitudinal survey data to identify the degree to which consumers’ beliefs about brands drive their purchase decisions. We call the attitudinal component the brand contribution. The higher the brand contribution, the greater the importance of the brand in driving financial value compared to other tangible and intangible business assets.

Keywords

Europe Marketing Expense Mist 

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Notes

  1. 1.
    Nigel Hollis, The Global Brand (New York: Palgrave Macmillan, 2008).Google Scholar
  2. 10.
    Leigh Van Valen, “A New Evolutionary Law” in Evolutionary Theory (1973), 1–30.Google Scholar

Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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