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Measuring the Contributions of Brand to Shareholder Value (and How to Maintain or Increase Them)

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  • John Gerzema
  • Ed Lebar
  • Anne Rivers

Abstract

Since 1993 Young & Rubicam has invested over $130 million in collecting and interpreting data on consumers' perceptions of some 44,000 product and service brands in over 50 countries. At the core of Y&R's research effort is the Brand-Asset® Valuator (or "BAV"), a model that converts the firm's hoard of data on global consumer perceptions and behavior patterns into assessments of brand strength and value. When combined with the findings of independent research by academics in marketing and finance (using Compustat data on corporate operating and stock-price performance), the BAV's assessments of brand values can be used to quantify the contributions of brands to both corporate earnings and market values. Copyright Copyright (c) 2009 Morgan Stanley.

Suggested Citation

  • John Gerzema & Ed Lebar & Anne Rivers, 2009. "Measuring the Contributions of Brand to Shareholder Value (and How to Maintain or Increase Them)," Journal of Applied Corporate Finance, Morgan Stanley, vol. 21(4), pages 79-88.
  • Handle: RePEc:bla:jacrfn:v:21:y:2009:i:4:p:79-88
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    References listed on IDEAS

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    1. Huizinga, Harry & Laeven, Luc & Nicodeme, Gaetan, 2008. "Capital structure and international debt shifting," Journal of Financial Economics, Elsevier, vol. 88(1), pages 80-118, April.
    2. Mihir A. Desai & C. Fritz Foley & James R. Hines, 2004. "A Multinational Perspective on Capital Structure Choice and Internal Capital Markets," Journal of Finance, American Finance Association, vol. 59(6), pages 2451-2487, December.
    3. Chowdhry, Bhagwan & Coval, Joshua D., 1998. "Internal financing of multinational subsidiaries: Debt vs. equity1," Journal of Corporate Finance, Elsevier, vol. 4(1), pages 87-106, March.
    4. Alan C Shapiro, 1984. "The Impact of Taxation on the Currency-of-Denomination Decision for Long-Term Foreign Borrowing and Lending," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 15(1), pages 15-25, March.
    5. Stephen L. Curtis, 2008. "Transfer Pricing for Corporate Treasury in the Multinational Enterprise," Journal of Applied Corporate Finance, Morgan Stanley, vol. 20(2), pages 97-112.
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