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How is manifest branding strategy related to the intangible value of a corporation?
Branding strategy is an important strategic decision that firms make. Firms exhibit or "manifest" three types of branding strategies: corporate branding, house of brands, or mixed branding. In corporate branding, firms use the corporate name dominantly in all their products and services (eg, McDonald's). Firms such as Procter & Gamble follow a house-of-brands strategy, using names other than the corporate name on their products (eg, Pampers, Crest). Firms that follow a mixed branding strategy use both the corporate name and other names. The authors find that corporate branding strategy is associated with higher intangible firm values. This is probably due to the financial community's perceptions of the lower costs of advertising and new product introductions. The mixed branding strategy is associated with lower values of Tobin's q. The authors find similar results when they divide the sample into business-to-business, business-to-consumer, and mixed industries. A majority (approximately 65%) of the firms could have improved their Tobin's q had they adopted a branding strategy different than the one manifest in their brand portfolios. An important direction for further research is performance of the analysis at the levels of strategic business unit and brand; however, data is not easily available at the micro level.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Strategic planning Brands Intangible assets Market strategy studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |