Working Papers

Branding Strategy and the Intangible Value of the Firm

Vithala R. Rao, Manoj K. Agarwal, and Denise Dahlhoff

Jan 1, 2003

Examines branding strategies in 113 U.S. firms to determine which of three strategies (corporate branding, house of brands, or mixed branding) is associated with higher values of Tobin’s q for the firm. MSI Best Paper Award Winner.

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