Adding Brand Value

Allen Sheppard

Chapter 5 in Brand Power, 1994, pp 85-101 from Palgrave Macmillan

Abstract: Abstract At Grand Metropolitan we believe our brands to be our most valuable assets. Our businesses in foods, drinks and retailing are all about consumer brands. We use brands to add value to our food and drink products and to our retail outlets, encouraging consumer loyalty and confidence. This in turn allows us to earn enhanced profits which benefits shareholders and staff alike.

Keywords: Cash Flow; Balance Sheet; Intangible Asset; Trade Mark; Brand Equity (search for similar items in EconPapers)
Date: 1994
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DOI: 10.1007/978-1-349-12840-2_6

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