... was completed on 1 July 1993 (Dyson, 1998). Largest selling cleaner © MCB UP Limited 2003 Entrepreneurialism Brand image Brand valuation Product attributes Manufacturing United Kingdom Identify opportunities to innovate Entrepreneurship was first differentiated from...

... the world have appeared uncertain as to how to treat the issue of placing a brand in the financial statement as there is little guidance and less understanding over accounting treatment of brand valuation. The debate over procedures for valuing brands and including them as a fixed asset to the corporate...

... to be an accounting exercise which is “fudged”. Confused situation © MCB UP Limited 1999 Accountancy Brands Brand valuation Goodwill One suspects that from a marketing perspective the above subheading should be reversed since goodwill (e.g. customer loyalty, business reputation etc...

... Limited 1999 Brand valuation Brands Pricing Product differentiation The author would like to thank two unknown referees for their helpful comments and suggestions. An executive summary for managers and executive readers can be found at the end of this article Microeconomic analysis...

... recognition, perceived quality, brand identity and other assets belonging to the brand (patent, access to the distribution channel, etc.) (Aaker, 1994). © MCB UP Limited 1997 Brand valuation Consumer attitudes Marketing strategy Nobody disputes the importance of the brand...

.... As compared with heavy buyers, light buyers of store brands are less familiar with them and perceive them to be of lower quality, less value for money and as riskier choices. © MCB UP Limited 1995 Brand names Brand valuation Customers Own‐label goods Store brand grocery items enjoy...

... what happened. It is then forced into assuming a reactive instead of proactive position. For the most part, marketers are trained to tout the virtues of the brand, not necessarily to anticipate or address potential brand threats. Brand valuation Competition Financial risk Insurance Market...

... the brand equity?" Your answer to this question may be worth millions. Elinor Selame is President of BrandEquity International, Boston, MA and President of the Package Design Council International. 28 Brand loyalty Brand names Brand valuation Repeat buying USA Case studies © MCB UP Limited...

... Limited 1993 Brand names Brand valuation Own‐label goods JOURNAL OF PRODUCT & BRAND MANAGEMENT Brand Performance Comparatives Randall G. Chapman Importance-performance analysis is a well-known and widely used marketing analysis tool (Burns, 1986; Martilla and James, 1977). It can be abused...