Using consumer attitudes to value brands: Evaluation of the financial value of brands

Journal of Advertising Research

Volumn 44, Issue 3, 2004, Pages 225-231

  Hupp, Oliver ^a   Powaga, Ken ^b  

^a GfK Markforschung ^*  (Germany)

^b GfK Custom Research Inc   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 24644508796     PISSN: 00218499     EISSN: None     Source Type: Journal    
DOI: 10.1017/S0021849904040267     Document Type: Review

References (8)

1. BADENHAUSEN, K., and C. FLUKE. "Power Brands - Beyond the Balance Sheet," Forte April 19, 2004.
2. HÖGL, S., and O. HUPP. "A New Generation of Brand Controlling - Evaluating the Effective ness and Efficiency of the Complete Marketing Mix." In Excellence in International Research 2004. Amsterdam: ESOMAR, 2003.
3. HUPP, O. "Die Validierung von Markenwerten als Voraussetzung für die erfolgreiche Markenführung." Planung & Analyse 5 (2000): 44-47.
4. MEFFERT, H. Marketing: Grundlagen marktorientierter Unternehmensfü hrung, 9th ed. Wiesbaden, Germany: Gabler, 2000.
5. MUSSLER, S., and O. HUPP. "Marken als Wertetreiber." Marketing Journal 1, 2 (2004): 34-37.
6. MUSSLER, S., O. HUPP, and K. POWAGA. "What Are Your Brands Worth - Evaluation of the Financial Value of Brands," paper presented at The ARF 50th Annual Convention, New York, April 27, 2004.
7. PRICEWATERHOUSECOOPERS and H. SATTLER. Praxis von Markenbewertung und Markenmnagement in deutschen Unternehmen, 2. Aufl., Frankfurt am Main, 2001.
8. SATTLER, H., S. HÖGL, and O. HUPP. "Evaluation of the Financial Value of Brands." In ESOMAR, Excellence in International Research 2003, D. S. Fellows, ed. Amsterdam: ESOMAR, 2002.