Download Asian Brand Strategy: How Asia Builds Strong Brands by Martin Roll (auth.) PDF

By Martin Roll (auth.)

ISBN-10: 1349543705

ISBN-13: 9781349543700

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13 Tim Ambler, 2002, op. cit. 14 “Winning Asian strategies”, McKinsey Quarterly, (1), 2002. 15 “The 100 Top Brands”, Business Week, 2 August, 2004. 16 “Brand values and capital market valuations”, Mary E. Barth, Michael B. Clement, George Foster and Ron Kaszkik, Review of Accounting Studies, 3, 1998. 29 30 Asian Brand Strategy 17 “Exploring the brand value – shareholder value nexus for consumer goods companies”, Roger A. Kerin and R. Sethuraman, Journal of Academy of Marketing Sciences, 26, 1998.

Cit. 20 See for example: Winning in Asia, Peter J. Williamson, Harvard Business School Press, 2004, page 129, table 5–2. 21 “Brands matter: an empirical demonstration of the creation of shareholder value through branding”, Thomas J. Madden, Frank Fehle and Susan Fournier, Journal of the Academy of Marketing Science, 2005, forthcoming. 22 Madden et al. 2005, forthcoming, op. cit. 23 “Principles of corporate finance”, Richard A. Brealey and Stewart C. Meyers, 5th edn, McGraw-Hill, 1996. 24 Understanding Financial Statements, Lyn Fraser and Aileen Ormiston, 7th edn, Upper Saddle River, NJ, Prentice Hall, 2004.

The following example will illustrate the impact of strong brands, how they contribute to drive shareholder value and outperform the market in respect of several indicators. 15 The company uses a widely accepted method for brand valuation, recognized by auditors and tax authorities in many countries around the world. Despite several similar methods provided by competing providers, Interbrand’s methodology of defining brand value as the net present value (NPV) of future profits attributable to the brand has been tested in empirical and academic studies.

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