Understanding brand’s value: advancing brand equity tracking to brand equity management

Michael Leiser (Michael Leiser is a partner with the Chicago office of Prophet (www.prophet.com) a management consultancy that helps clients achieve competitive advantage by creating and implementing integrated business, brand and marketing strategies.)

Handbook of Business Strategy

ISSN: 1077-5730

Publication date: 1 December 2004

Abstract

Once strictly the purview of the marketing department, savvy organizations now see the value in using brand as a focal point for their overall business strategies. Many are using it as a guidepost for internal actions and interactions with customers and other key stakeholders. C‐level executives, led by the chief executive as brand champion, keep a keen eye on how their actions impact on brand equity, which in turn has an effect on the overall value of the business.

Keywords

Citation

Leiser, M. (2004), "Understanding brand’s value: advancing brand equity tracking to brand equity management", Handbook of Business Strategy, Vol. 5 No. 1, pp. 216-222. https://doi.org/10.1108/10775730410494189

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Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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