Purpose – Brand equity has recently emerged as an important research area in marketing and it has been examined from practical and academic perspectives. Following this lead, this paper aim is to propose a new method to evaluate the impact of brand intangible assets on a firm value creation process. Design/methodology/approach – We propose an approach based on AHP (Analytic Hierarchy Process) technique, illustrating its efficacy in the measurement of the value of brand intangible assets and its capacity to overcome the flaws of current methods. Originality/value –This methodology puts in evidence the fundamental aspects of brand intangible assets and, above all, how much they impact on the firm value creation process. Practical implications – The outcomes of the AHP application should be considered as a KPI enabling management to optimize brand investments and strategies. The paper is concluded with an application of the presented method on a famous multi-brand company.

Costa, R., & Evangelista, S. (2008). An AHP approach to assess brand intangible assets. MEASURING BUSINESS EXCELLENCE, 12(2), 68-78 [10.1108/13683040810881207].

An AHP approach to assess brand intangible assets

COSTA, ROBERTA;
2008

Abstract

Purpose – Brand equity has recently emerged as an important research area in marketing and it has been examined from practical and academic perspectives. Following this lead, this paper aim is to propose a new method to evaluate the impact of brand intangible assets on a firm value creation process. Design/methodology/approach – We propose an approach based on AHP (Analytic Hierarchy Process) technique, illustrating its efficacy in the measurement of the value of brand intangible assets and its capacity to overcome the flaws of current methods. Originality/value –This methodology puts in evidence the fundamental aspects of brand intangible assets and, above all, how much they impact on the firm value creation process. Practical implications – The outcomes of the AHP application should be considered as a KPI enabling management to optimize brand investments and strategies. The paper is concluded with an application of the presented method on a famous multi-brand company.
Pubblicato
Rilevanza internazionale
Articolo
Sì, ma tipo non specificato
Settore ING-IND/35 - Ingegneria Economico-Gestionale
eng
Senza Impact Factor ISI
Intangible Assets; Brand Equity; Metrics; Analytic Hierarchic Process
Costa, R., & Evangelista, S. (2008). An AHP approach to assess brand intangible assets. MEASURING BUSINESS EXCELLENCE, 12(2), 68-78 [10.1108/13683040810881207].
Costa, R; Evangelista, S
Articolo su rivista
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2108/14756
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