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Creating and Measuring Brand Value

  • David W. StewartEmail author
Chapter
  • 750 Downloads
Part of the Palgrave Studies in Marketing, Organizations and Society book series (PSMOS)

Abstract

Few concepts are more central to marketing than brand. Despite the importance of brand, estimation of the value of a brand and the return on marketing investments employed to build brands has been elusive. This chapter examines the measurement of brand health and value, identifies drivers of brand value, and develops a formal model for valuing a brand and for determining the value of brand-building activities and expenditures.

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.College of Business AdministrationLoyola Marymount UniversityLos AngelesUSA

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