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Making Symbols Make Money: Managing Brands as Strategic Assets
Author(s) -
Almquist Eric,
Turvill Ian,
Roberts Ken
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00190.x
Subject(s) - leverage (statistics) , business , brand equity , brand management , marketing , intangible asset , asset (computer security) , value (mathematics) , equity (law) , advertising , finance , computer science , computer security , machine learning , political science , law
BECAUSE MANY OF THE most valuable aspects of branding are intangible, managing this asset poses unique challenges. Eric Almquist, Ian Turvill, and Ken Roberts propose a framework for determining what a brand is worth, what elements provide this value, and where there is room to further leverage a brand's equity. With these facts in hand, executives can develop realistic, highly competitive brand strategies.