IVS seminar

Abstract

Brands are among a company’s most valuable assets. Further, brand names associated with products and services are a major source of competitive advantage – often a sustainable one. These advantages translate into enhanced cash flows, greater customer loyalty and the faster adoption of brand extensions.

Based on previous findings a new brand evaluation approach is introduced. The method considers a broad variety of facets of brand evaluation. The emphasis of this approach is the integration of brand strategic options and the psychological brand strength. The method is illustrated by several empirical data.