Valuing corporate brands [electronic resource] / James R. Gregory.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Global branding strategies: Publisher: London : Henry Stewart Talks, 2014Description: 1 online resource (1 streaming video file (39 min.) : color, sound)Subject(s): Branding (Marketing) | Branding (Marketing) -- Case studies | Corporate image | Corporations -- Public relations | Institutional advertisingOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Complexity of valuing brands -- Corporate brand as an intangible asset -- Why brand valuation matters -- Building tangible accountability for intangible assets -- Identifying the brand's direct impact on market cap -- Aflac: a case study in brand equity -- Isolating brand impact from market noise -- Putting your brand in context.
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Mode of access: World Wide Web.