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Written by:

Corey A


Date added:

March 2, 2017








No of pages / words:

23 / 6279


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Brands that create shareholder value have to meet four requirements: (1) a strong consumer proposition, (2) be effectively integrated with the Z rm's other value-creating assets, (3) be positioned in a sufZ ciently attractive market and (4) be managed in order to maximize the value of the brand's long-term cash ? ow...
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This paper shows that, when managers attend to all four determinants, they can enhance brand values and develop more effective marketing strategies. KEYWORDS: Brands; shareholder value analysis; marketing; strategy INTRODUCTION In recent years many of the companies most renowned for their branding and marketing skills have been seen to stumble on the stock market...
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