Measuring the value of the corporate brand

Don E. Schultz

Chapter Chapter 13 in Raising the Corporate Umbrella, 2001, pp 341-372 from Palgrave Macmillan

Abstract: Abstract What is the value of the corporate brand? How much actual financial worth does it comprise? If we could strip out the value of the corporate brand from all the other corporate assets, both tangible and intangible, would this be a relevant or negligible amount for the firm? The problem is, most managers and most organizations don’t know. And, because they don’t know the brand’s value, they are generally unable to answer the three basic questions posed at the end of Chapter 12.

Keywords: Brand Equity; Product Brand; Brand Awareness; Tangible Asset; Corporate Brand (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55458-0_13

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DOI: 10.1057/9780230554580_13

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