Working Paper
A Financial Approach to Estimating Firm-Level Brand Equity and Measuring the Impact of Marketing Events
Jan 1, 1992
Presents a technique for estimating a firm’s brand equity that is based on the financial market value of the firm.
Working Paper
A Financial Approach to Estimating Firm-Level Brand Equity and Measuring the Impact of Marketing Events
Jan 1, 1992
Presents a technique for estimating a firm’s brand equity that is based on the financial market value of the firm.