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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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Measuring and Building Brand Equity

Measuring and Building Brand Equity

(p.413) 19 Measuring and Building Brand Equity
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter discusses the conditions under which brand equity can exist and whether brand equity implies charging high prices. It evaluates the use of standard metrics for measuring brand equity (e.g., Tobin's q-ratio and the multiplier method). Following this, it proposes an integrated marketing-finance fusion method for measuring brand equity that combines behavioral and financial data and allows for competitive effects at different levels in the supply chain and for differential market growth rates.

Keywords:   behavioral modes, brand equity, brand equity metrics, game theory, growth-adjusted multiplier, marketing-finance fusion, multiplier method, Nash equilibrium, supply chain, Tobin's q-ratio

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