TY  - JOUR
AB  - 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.
VL  - 9
IS  - 1
SN  - 0263-4503
DO  - 10.1108/02634509110135442
UR  - https://doi.org/10.1108/02634509110135442
AU  - Blackett Tom
PY  - 1991
Y1  - 1991/01/01
TI  - The Valuation of Brands
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 27
EP  - 35
Y2  - 2024/04/26
ER  -