PT  - JOURNAL ARTICLE
AU  - Joanna Seddon
TI  - The Brand in the Boardroom
AID  - 10.2501/JAR-55-2-146-161
DP  - 2015 Jun 01
TA  - Journal of Advertising Research
PG  - 146--161
VI  - 55
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/55/2/146.short
4100  - http://www.journalofadvertisingresearch.com/content/55/2/146.full
SO  - J Advert Res2015 Jun 01; 55
AB  - 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.