Interesting article on brand valuation on 4hoteliers.com website. First off all the author is corectly placing the brand as a independent category among the intangible assets of a company:
Brand and relationship intangibles: these include trade names, trademarks and trade symbols, domain names, design rights, trade dress, packaging, copyrights over associated colours, smells, sounds, descriptors, logotypes, [...]
Approaches to Brand Valuation
July 13th, 2007 · No Comments
Tags: Brand Value
23 Elements of a Healthy Brand
February 7th, 2007 · 6 Comments
A healthy strong brand has definitely has some other attributes than the best or the biggest. A healthy and a strong brand generates also more results than just bigger sales. A healthy strong brand sustain a product over time through consistency, excellent communication, providing value to its target customers. These and much more.
Tags: Brand Elements · Brand Management
Trends in Product Branding
January 18th, 2006 · No Comments
There are two trends in product branding, which may at first seem disconnected: the focus on product experiences, and the growth of corporate branding.
People increasingly see the product experience as a key driver of the brand relationship. The quality of the product experience is growing in importance after a couple of decades when some companies perhaps lost focus on product performance, particularly in developed markets. If true innovation is defined as product change that provides real solutions to real consumer issues, then it’s not unfair to suggest that some brands ignored this in favour of quick-fix brand extensions which lacked any longer-term impact
Tags: Brand Management · Corporate Branding