How to enhance value? A comparative approach between marketing and finance

Bernard Paranque and Bernard Cova

Global Business and Economics Review, 2013, vol. 15, issue 2/3, 279-292

Abstract: What consumers do with brands has always been considered a source of value. During the last decade, this phenomenon has been accelerated still further by the rising power of consumer communities, supported by the growth of the internet and social media. It has been shown that the success of a brand today increasingly depends on the existence of a community of captive and loyal fans who co-create the value of that brand through their various practices. This co-created value is evaluated as an intangible asset by financiers and consultants. This paper therefore seeks to deepen the knowledge of brand value by outlining the relationships between three worlds still unknown to each other: those of brand communities, brand management and brand valuation.

Keywords: brand valuation; consumer communities; brand management; brand communities; exchange value; use value; marketing; finance; co-creation; brand value. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=53074 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:gbusec:v:15:y:2013:i:2/3:p:279-292

Access Statistics for this article

More articles in Global Business and Economics Review from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().