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


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.



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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