Brands matter
Subtitle: an empirical investigation of brand-building activities and the creation of shareholder value
By: Thomas J. Madden, Frank Fehle, Susan M. Fournier
Contributors: Fehle, Frank Rudolf, 1968-; Fournier, Susan; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 02-098; Working paper (Harvard Business School. Division of Research) -- 02-098
Publisher: Division of Research, Harvard Business School
Published: 2002
Place of publication: Boston]
Language: eng
Number of pages: 37
Description: In what appears the Golden Age of branding, it is surprising to hear of managers' difficulties in securing funds for investments in their brands. Yet in today's harsh economic climate, with zero-growth prospects and mounting cost pressures, the first budget cuts most likely come from allocations dedicated to brand building goals. A lingering, unanswered question seems partly to blame: do brand-building investments really pay off? Lacking conclusive evidence concerning branding and the bottom line, brand "investments" remain "expenses," and the promise of the brands remains unfulfilled. This paper attempts to address this significant shortcoming by providing empirical evidence of the value to stockholders of a firm's brand building activities, using time-honored concepts and models from the discipline of finance.
Notes: Includes bibliographical references.