Balance‐sheet battles: where does the brand stand?

Abstract

There was a time when the term “brand accounting” would have been laughed out of the boardroom. How can you put a price on your brand? How can you measure its success or failure in financial terms and who would possibly want to take responsibility for such a mammoth task?

Citation

(2002), "Balance‐sheet battles: where does the brand stand?", Strategic Direction, Vol. 18 No. 10, pp. 18-21. https://doi.org/10.1108/02580540210794012