Brands : visions and values
著者
書誌事項
Brands : visions and values
（UKSIP series）
John Wiley, c2001
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注記
Includes bibliographical references (p. 89-90) and index
LCCN:2001026858
内容説明・目次
内容説明
A multifaceted perspective on building and managing brand value Brand identity has never been as crucial to company survival as it is in today's customer-centered new economy. As much as sixty percent of a company's market capitalization is tied up in its brand name. Yet, according to a recent survey of finance directors at leading firms in the United States and abroad, fewer than thirty percent of those surveyed believed that brands were their organization's most valuable asset after people. A book that will be of vital interest to senior managers and investors, Brands: Visions and Values makes an important contribution to the rapidly expanding discourse on brand value. It takes a timely look at the value of brand to a company from the perspectives of the accountant, the marketer, the analyst and the legal expert. Its comprehensive, multi-dimensional coverage of all aspects of building and managing brand value makes this a standout book in a market brimming with books on branding. John Goodchild (London, UK) and Clive Callow (London, UK) are both associates at Keith, Bayley, and Rogers and are editors of Professional Investor magazine.
目次
Preface.Introduction (John Goodchild and Clive Callow). The Role of Brands in Business (Jonathan Knowles). Accounting for Intangible Assets (Lucinda Spicer and Caroline Woodward). Internet Branding (Shonaig Macpherson). About the Authors. Index.
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