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Brands: An Integrated Marketing, Finance, and Societal Perspective

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  • Calder, Bobby J.

Abstract

The traditional tension between marketing and finance reflects the fact that marketing is more consumer facing and finance is more management and capital markets facing. The difference in perspective between the two is further widened by differences in the marketing and finance disciplines as well as among accountants, psychologists, and economists in the understanding of brands. An attempt is made to integrate and reconcile these perspectives into an account of how brands can play a vital role in the firm as a whole. With this goal in sight, evidence is reviewed on (1) the power of brands to create real added value for consumers (rather than conceal a lack of product information), (2) the complexities of accounting for the financial value of brands, (3) the relation of brand value to stock returns, (4) the need for methods of evaluating brands (beyond traditional marketing brand equity metrics and financial accounting valuations), (5) how brand value can be reported (since it cannot be included in financial statements), and (6) the expansion of brands to address societal problems through brand purpose coupled with brand engagement as a solution to the problem of firms devoting resources to stakeholders other than consumers without decreasing shareholder value.

Suggested Citation

  • Calder, Bobby J., 2020. "Brands: An Integrated Marketing, Finance, and Societal Perspective," Foundations and Trends(R) in Marketing, now publishers, vol. 14(4), pages 237-316, November.
    • Handle: RePEc:now:fntmkt:1700000064
    DOI: 10.1561/1700000064
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    References listed on IDEAS

    as
    1. Sarah Keohane Williamson & Ariel Babcock, 2020. "Attracting Long‐Term Shareholders," Journal of Applied Corporate Finance, Morgan Stanley, vol. 32(2), pages 78-84, June.
    2. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    3. Wang, Hui-Ming Deanna & Sengupta, Sanjit, 2016. "Stakeholder relationships, brand equity, firm performance: A resource-based perspective," Journal of Business Research, Elsevier, vol. 69(12), pages 5561-5568.
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    Cited by:

    1. Pedro Chapaval Pimentel & Mariana Bassi-Suter & Simone Regina Didonet, 2024. "Brand activism as a marketing strategy: an integrative framework and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 212-234, March.

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    More about this item

    Keywords

    Brand Evaluation; Brand Purpose; Marketing-Finance Interface; Financial Value of Brands;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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