Professional Documents
Culture Documents
Sessions 4, 5 & 6 - Brand Resonance & Brand Value Chain
Sessions 4, 5 & 6 - Brand Resonance & Brand Value Chain
Sessions 4, 5 & 6 - Brand Resonance & Brand Value Chain
• Value Stage 4 – Shareholder Value: Based on all available current and forecasted information
about a brand, as well as many other considerations, the financial marketplace formulates opinions
and assessments that have very direct financial implications for the brand value from the point of
view of the shareholder.
• Three particularly important indicators are:
1. The stock price
2. The price/earnings multiple
3. Overall market capitalization for the firm.