Calculated Intangible Value and Brand Recognition
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Authors
Boncella, Robert J.
Martin James
Boncella, Ann Marie
Issue Date
2005-10-1
Type
Working paper
Language
en_US
Keywords
Consumer behavior , Brand loyalty
Alternative Title
Abstract
How can a company value its various intangible assets? By definition, intangible is "a good, service, or effect that has no monetary value." One example of an intangible asset is employee knowledge. For instance, an employee in the advertising department has intangible assets that are comprised of knowledge of customer demographics, company goals, and what has or has not worked in the past (to name just a few), all of which lead to successful or unsuccessful marketing campaigns. Therefore, a strong relationship with customers is built by using a company's intangible assets generated by employees and vendors. The strength of this relationship is reflected in the calculated value of the firm's intangible assets and the firm's brand recognition. A company with stronger brand recognition has more value residing in its intangible assets.
Description
Citation
Publisher
Washburn University. School of Business