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The interest in evaluating brands has received considerable interest in the marketing and management literature in recent years. However, the idea of brands as valuable company assets was not always as generally accepted. Instead, branding and related issues were seen from an advertising perspective and judged by their ability to “convert prospects” or “make sales” (Feldwick, 1993, p. 93).
KeywordsIntangible Asset Brand Equity Price License Tangible Asset Brand Extension
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