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Introduction

  • Jan Lindemann

Abstract

The past 25 years have seen the recognition of intangible assets as the main drivers of business and shareholder value. In many businesses brands now account for the majority of shareholder value. This is not only true for the classic consumer goods businesses such as The Coca-Cola Company or Unilever but also for many B2B businesses selling to a professional audience. It is therefore important to understand how the economy of brands works and how it can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset in order to make better business and investment decisions. It looks at the value creation of the brand from all aspects and provides approaches on how to assess and manage the value of brands. The book is written from a practitioners’ perspective and is based on the author’s experience in the practical application of brand value in all relevant areas.

Keywords

Intangible Asset Good Business Price Performance Brand Management Economic Asset 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Jan Lindemann 2010

Authors and Affiliations

  • Jan Lindemann

There are no affiliations available

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