"Managing Brands for Profits" puts elements of brand strategy and brand management into the perspective of the formula for return on investment (ROI). Although many brand effects are not measurable as yet, efforts should be made to develop brand valuation systems. Contributor: Professor Guenther Mueller-Heumann
People enjoy branded articles. Why is this so? Branded articles are far more than quantification by graphs, models or numbers. Contributor: Chris Macrae
Intangibles (mainly human relationships) are the unseen wealth of a company; they do not appear as a balance sheet item. A solution is advocated by the Brand Value Exchange Movement. Contributor: Chris Macrae
