Nr Pag: 288
Editia: 2
ISBN: 9781846681196
Although the balance sheet may not even put a value on it, a company's brand or its portfolio of brands is in many cases its most valuable asset, accounting for as much as 70 per cent of a firm's market value in some cases. This guide to brands and branding examines the case for brands, outlines best practice and the future for brands.