 MAKING AND MEASURING VALUELiz Moor and Celia Lury Journal of Cultural Economy, 2011, vol. 4, issue 4, 439-454 Abstract: This paper explores the use of three different forms of valuation and measurement by or on behalf of brands and branded organizations: financial brand valuation; brand equity measurement; and internal social or environmental evaluations. These systems, it is argued, are sites at which possible relationships between economic and other values are explored, and at which understandings of what is valuable emerge in tandem with the means for acknowledging and measuring it. By tracing the contexts and workings of these systems the paper shows how they allow aspects of the social world, including relationships and affects, to be partially absorbed into the brand as values. We argue that in an environment in which ‘value’ is imagined to be diffuse but omnipresent, the proliferation of valuation systems evidences both a requirement for new forms of measurement (capable of capturing multiple forms of value) and a search for novel ways of linking measurement and valuation. The paper concludes with an exploration of how these new ways of linking measurement and valuation may allow economic agency to be recognized and distributed. Date: 2011 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:jculte:v:4:y:2011:i:4:p:439-454 Ordering information: This journal article can be ordered from DOI: 10.1080/17530350.2011.609708 Access Statistics for this article Journal of Cultural Economy is currently edited by Michael Pryke, Joe Deville, Tony Bennett, Liz McFall and Melinda Cooper More articles in Journal of Cultural Economy from Taylor & Francis Journals |
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