“How Much Of Intangible Value Does Brand Represent?” – Jonathan Knowles

In my experience, marketers show great enthusiasm – in many cases too much enthusiasm – in asserting the scale of the contribution of brands and brand strategy to value creation. The goal of this article is to share the information that can help marketers make a compelling argument about the types of context in which marketing investment will generate material and sustainable business value. Intangible Assets are Becoming More Important…
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