Brand Management Collections
Welcome to the new Brand Management Collections. Appearing twice a year, the Collections showcase selections of topic-specific articles from the Journal of Brand Management archive.
This second Collection focuses on brand value and valuation.
For more than 15 years, The Journal of Brand Management has been a pioneering voice helping managers and academics understand, evaluate and operationalize brand value and valuation techniques by publishing articles from renowned thought leaders, including the authors whose articles are reprinted in this special collection. It is clear that the concepts and approaches outlined in these articles have changed the way practicing managers think about brand value and valuations, and have impacted academic research.
For example, in Tim Ambler's 1995 article, which appears first in this collection, he proposes that brand equity refers to “the asset” and brand value refers to its “financial worth”. We reiterated this basic notion in two recent articles in the Journal of Brand Management, by stressing the importance of recognizing brand equity and brand value as separate concepts, and introducing a framework that underlies the most recent special issue on brand value and valuation.
The Journal of Brand Management's first special issue on the topic of brand valuation appeared in 1998, and four articles from that special issue are included in this collection. It was refreshing to re-read in several articles featured in the collection that from a brand value perspective, distribution strength is as important a consideration as consumer sentiment. Clearly brand value can arise from extensive distribution combined with consumer inertia and habit, and such value may be independent of changes in brand equity. The final papers in the collection expand our vision to include additional stakeholders in our models of brand value and provide empirical evidence for the financial impact of brands on firm performance.
Collectively, these articles not only trace the beginnings and trajectory of the brand value debate, but also provide solid and practical insights into the nature of brands themselves and why the debate is still important.
Commentary on Brand Value Collection FREE
Randle D. Raggio and Robert P. Leone
Brand valuation - editorial to Special Issue FREE
Michael Thomas
Volume 5 Number 4; Pages 222-224
Chasing the Holy Grail FREE
Colin Egan
Volume 5 Number 4; Pages 227-244
Accounting standard setters are taking the issue of brand recognition seriously FREE
Shan Kennedy
Volume 5 Number 4; Pages 256-262
Brand valuation FREE
Richard Ward and Raymond Perrier
Volume 5 Number 4; Pages 283-289
The next generation of brand measurement FREE
Hugh Davidson
Volume 5 Number 6; Pages 430-439
Brand equity as a relational concept FREE
Tim Ambler
Volume 2 Number 6; Pages 386-397
Valuating brand equity and product-related attributes in the context of the German automobile market FREE
Marc Fetscherin and Mark F Toncar
advance online publication 17 October 2008
Brand value and firm performance nexus: Further empirical evidence FREE
Matthew Yeung and Bala Ramasamy
Volume 15 Number 5; Pages 322-335
Brand value FREE
Adam Arvidsson
Volume 13 Number 3; Pages 188-192
Finding sources of brand value: Developing a stakeholder model of brand equity FREE
Richard Jones
Volume 13, Number 1; Pages 10-32
