Expanding the view. There is more to brand value than meets the eye

Article Abstract:

Emphasizing the need to know the brand value by brand managers' different techniques that are followed to measure brand value have been described. The shortcomings present in the existing brand value measuring techniques have been provided. A new brand value assessing system developed by Brand Finance, a brand consultancy in London has been discussed.

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The marginalized brand

Article Abstract:

The issue of brand marginalization in organizations is discussed. The focus on brands and branding is becoming less strategic and is not so managerially relevant anymore. Branding is now in the purview of a single department rather than the organization. The repercussions of this are examined.

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So you want to be a brand guru

Article Abstract:

The limitations of available brand knowledge in adequately explaining the processes of branding and actual working of brands are examined.

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