What they know and we don't

Article Abstract:

A failure by marketing and marketing managers to identify the inherent value of brands and branding in the targeted or acquired organizations had caused changes in the structure and make up of financial markets worldwide. Through the development of financial models to estimate intangible future values of brands, financial practitioners discover that intellectual property, business relationships, and long term business agreements are the true elements that make up a brand.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code:

Lost in transition

Article Abstract:

The preference of several marketers to continue using old priciples of branding products and services despite emergence of new techniques is discussed.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code:

Financial Heresy

Article Abstract:

The financial value measurement of brands, branding is discussed.

User Contributions:

Comment about this article or add new information about this topic:

Comment:  (50-4000 characters)

Name:

E-mail:

Security Code: