Best practice in measuring the impact of marketing on brand equity and corporate profitability

Abstract

Marketing plays an increasingly important role in business today. The measurement of marketing activities is still a relatively new field and, as recent reports by the IPA and Brand Finance have indicated, the relation- ship between marketing and finance depart- ments is still somewhat tenuous. Brand valuations can identify the real financial value of marketing and draw the two disciplines together through greater account- ability. A review of the various valuation methods and their robustness is required, while consideration of the independence of valuation experts is needed before deciding on a brand valuation method appropriate for a transparent end result