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Intangible Marketing Capital

Author

Listed:
  • Bart Bronnenberg
  • Jean-Pierre H. Dubé
  • Chad Syverson

Abstract

We present several empirical facts about trends in marketing investment in the US. We also present estimates of the private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation, image, etc.), along with the investments in the labor force used to manage and oversee the branding. We then discuss the private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing outlays. Finally, we explore the welfare implications of investments in brand capital.

Suggested Citation

  • Bart Bronnenberg & Jean-Pierre H. Dubé & Chad Syverson, 2022. "Intangible Marketing Capital," NBER Working Papers 30145, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:30145
    Note: IO PR
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    File URL: http://www.nber.org/papers/w30145.pdf
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    Cited by:

    1. Joel M. David & François Gourio, 2023. "The Rise of Intangible Investment and the Transmission of Monetary Policy," Chicago Fed Letter, Federal Reserve Bank of Chicago, vol. 0, pages 1-8, August.

    More about this item

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • D24 - Microeconomics - - Production and Organizations - - - Production; Cost; Capital; Capital, Total Factor, and Multifactor Productivity; Capacity
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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