Matches in Harvard for { <http://id.lib.harvard.edu/aleph/009184736/catalog> ?p ?o. }
Showing items 1 to 20 of
20
with 100 items per page.
- catalog abstract "In what appears the Golden Age of branding, it is surprising to hear of managers' difficulties in securing funds for investments in their brands. Yet in today's harsh economic climate, with zero-growth prospects and mounting cost pressures, the first budget cuts most likely come from allocations dedicated to brand building goals. A lingering, unanswered question seems partly to blame: do brand-building investments really pay off? Lacking conclusive evidence concerning branding and the bottom line, brand "investments" remain "expenses," and the promise of the brands remains unfulfilled. This paper attempts to address this significant shortcoming by providing empirical evidence of the value to stockholders of a firm's brand building activities, using time-honored concepts and models from the discipline of finance.".
- catalog contributor b12943925.
- catalog contributor b12943926.
- catalog contributor b12943927.
- catalog contributor b12943928.
- catalog created "c2002.".
- catalog date "2002".
- catalog date "c2002.".
- catalog dateCopyrighted "c2002.".
- catalog description "In what appears the Golden Age of branding, it is surprising to hear of managers' difficulties in securing funds for investments in their brands. Yet in today's harsh economic climate, with zero-growth prospects and mounting cost pressures, the first budget cuts most likely come from allocations dedicated to brand building goals. A lingering, unanswered question seems partly to blame: do brand-building investments really pay off? Lacking conclusive evidence concerning branding and the bottom line, brand "investments" remain "expenses," and the promise of the brands remains unfulfilled. This paper attempts to address this significant shortcoming by providing empirical evidence of the value to stockholders of a firm's brand building activities, using time-honored concepts and models from the discipline of finance.".
- catalog description "Includes bibliographical references.".
- catalog extent "37 p. :".
- catalog isPartOf "Working paper (Harvard Business School. Division of Research) ; 02-098.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 02-098".
- catalog issued "2002".
- catalog issued "c2002.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "Brands matter : an empirical investigation of brand-building activities and the creation of shareholder value / Thomas J. Madden, Frank Fehle, Susan M. Fournier.".
- catalog type "text".