An AHP approach to assess brand intangible assets

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.