The Economy of Brands [Hardcover]

In many businesses brands account?for the majority of shareholder value. It is?crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.Introduction What Is A Brand? The Value Of Brands Assessing the Value Of Brands Brands On The Balance Sheet Brand Securitisation Brand Value In Mergers& Acquisitions Brand Licensing The Brand Value Chain Return On Brand Investment (ROBI) Brands and The Stock Market Managing Brand Value Conclusion Bibliography

Branding has always been a divisive issue in the boardroom. On one side has sat the sceptics those quick to point out the dangers of listing this most intangible of assets on the balance sheet; while on the other has sat the believers those keen to differentiate and extract super normal earnings from very normal markets. And now Lindemann has reconciled the two in 'The Economy of Brands' - the most thorough insight ever published into 'branding' - the often misunderstood alchemy of marketing and economics.

Lindemann has 'tamed the dragon', by providing the business and academic worlds with the most thorough insight yet published, into branding and how it really works in business. His perspective is bolstered by many years spent at the coal face arguing the economic case for brands with CFOs, accounting bodies, tax authorities and financiers. 'The Economy of Brands' is sure to become the 'go to' reference for accountants and marketers alike.

John Allert

Group Head of Brand, McLaren Group

Jan Lindemann has produced a remarkable text covering the theory, strategy and operational practice of the management of brands and the creation and sustaining of brand value. His model for the management of brand value is something that 21st century managers shouló5