TY - JOUR T1 - The Brand in the Boardroom JF - Journal of Advertising Research JO - J Advert Res SP - 146 LP - 161 DO - 10.2501/JAR-55-2-146-161 VL - 55 IS - 2 AU - Joanna Seddon Y1 - 2015/06/01 UR - http://www.journalofadvertisingresearch.com/content/55/2/146.abstract N2 - Brand valuation began in the 1980s as a financial tool used to separate out the value of brands from goodwill for accounting purposes. It since has become the provenance of firms that create a single point-in-time number for a brand's value, often using dubious methodology. This study proposes to morph brand valuation into a transparent, accessible tool that can guide and inform every aspect of brand building and provide the financial underpinning for the many decisions that propel business growth. It also should empower marketing leaders to claim their rightful place in the boardroom as managers of the brand asset. ER -