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The Valuation of Brands

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 January 1991

Abstract

For many companies their most valuable assets are their brands, but until recently no reliable, objective methodology has existed for the analysis, evaluation and measurement of a brand and its performance. The last few years, however, have seen a burgeoning interest in brands and branding, as evidenced by the vast premiums which are being paid for brand portfolios and the current high level of interest in brand evaluation for strategic planning purposes. The phenomenon of brand evaluation is examined and the many different uses to which brand evaluation is now being put are reviewed.

Keywords

Citation

Blackett, T. (1991), "The Valuation of Brands", Marketing Intelligence & Planning, Vol. 9 No. 1, pp. 27-35. https://doi.org/10.1108/02634509110135442

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited