Managing Brand Value

Abstract

The importance of brands as corporate assets is now embraced by most leading companies around the world. Many CEOs are convinced that their brand or brands are key to the success of their business. The publicly available brand rankings most notably the “Best Global Brands” survey published annually in BusinessWeek have put the brand on the c-suite agenda. As marketing research techniques have advanced and sophisticated statistical models are able to process a large amount of data, companies have much better information about their brands than ever before. However, with increasing sophistication and insights on the value creation of brands within companies comes the realization that brands are rather complex assets that can defy traditional management structures.