The Economy of Brands by Lindemann, Jan -- Read -- Imperial Library of Trantor

Index

THE ECONOMY OF BRANDS

CONTENTS LIST OF TABLES AND FIGURES LIST OF ABBREVIATIONS INTRODUCTION CHAPTER 1 WHAT IS A BRAND? CHAPTER 2 THE VALUE OF BRANDS

BRANDS AS INTANGIBLE ASSETS EMERGING RECOGNITION OF THE VALUE OF BRANDS THE ROLE OF BRANDS IN BUSINESS BRANDS AND SHAREHOLDER VALUE THE VALUE OF BRANDS IN MERGERS AND ACQUISITIONS

CHAPTER 3 ASSESSING THE VALUE OF BRANDS

INTRODUCTION HISTORY OF BRAND VALUATION

CHAPTER 4 BRAND EQUITY: THE MARKETER’S VIEW ON BRAND VALUE CHAPTER 5 FINANCIAL APPROACHES TO VALUING BRANDS

Cost-based approaches Replacement cost approach Market value approaches Income approach

CHAPTER 6 INTEGRATING FINANCE AND MARKETING: ECONOMIC USE METHOD CHAPTER 7 BRAND VALUATION BEST PRACTICE APPROACH

Step 1: Market segmentation Step 2: Financial analysis Step 3: Brand impact Step 4: Discount rate Step 5: Calculating brand value CONCLUSION

CHAPTER 8 BRANDS ON THE BALANCE SHEET CHAPTER 9 BRAND SECURITIZATION CHAPTER 10 BRAND VALUE IN MERGERS AND ACQUISITIONS CHAPTER 11 BRAND LICENSING

ASSESSING FAIR BRAND ROYALTIES

Financial analysis Brand impact (BI) Brand contribution (BC) Brand royalty calculation

MANAGING BRAND LICENSING

CHAPTER 12 THE BRAND VALUE CHAIN

BRAND CONTENT CUSTOMER TOUCH POINTS CUSTOMER PERCEPTIONS CUSTOMER BEHAVIORS FINANCIAL OUTCOMES BRAND MANAGEMENT IMPACT THE EMPLOYEE BRAND VALUE CHAIN THE INVESTOR BRAND VALUE CHAIN CONCLUSION

CHAPTER 13 RETURN ON BRAND INVESTMENT

INTRODUCTION ROI – THE SHORT-TERM VIEW

Brand building is a long-term process Marketing spend creates shareholder value Summary

NEED FOR A LONG-TERM VIEW

ROI calculation Brand ROI

ESTABLISHING A BRAND ROI FRAMEWORK

Segmentation Touch points Implementing brand ROI metrics

CONCLUSION

CHAPTER 14 BRANDS AND THE STOCK MARKET CHAPTER 15 MANAGING BRAND VALUE CONCLUSION NOTES

Chapter 1 What is a brand? Chapter 2 The value of brands Chapter 3 Assessing the value of brands Chapter 4 Brand equity: the marketer’s view on brand value Chapter 5 Financial approaches to valuing brands Chapter 6 Integrating finance and marketing: economic use method Chapter 7 Brand valuation best practice approach Chapter 8 Brands on the balance sheet Chapter 9 Brand securitization Chapter 10 Brand value in mergers & acquisitions Chapter 11 Brand licensing Chapter 12 The brand value chain Chapter 13 Return on brand investment Chapter 14 Brands and the stock market Chapter 15 Managing brand value

BIBLIOGRAPHY INDEX

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