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Measuring the value of the corporate brand

In: Raising the Corporate Umbrella

Author

Listed:
  • Don E. Schultz

Abstract

What is the value of the corporate brand? How much actual financial worth does it comprise? If we could strip out the value of the corporate brand from all the other corporate assets, both tangible and intangible, would this be a relevant or negligible amount for the firm? The problem is, most managers and most organizations don’t know. And, because they don’t know the brand’s value, they are generally unable to answer the three basic questions posed at the end of Chapter 12.

Suggested Citation

  • Don E. Schultz, 2001. "Measuring the value of the corporate brand," Palgrave Macmillan Books, in: Raising the Corporate Umbrella, chapter 0, pages 341-372, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55458-0_13
    DOI: 10.1057/9780230554580_13
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