Over recent years, intangible assets have become more
important to businesses operating in a wide variety of
industries. This in turn has put a premium on being able
to come up with credible ways to value brands. We
believe that two things are necessary to support the
effective communication of the contribution of brands to
business performance: a more precise definition of the
brand asset; and a robust methodology for quantifying
the shareholder value that is generated by the brand.
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