Over recent years, intangible assets have become more important to businesses operating in a wide variety of industries. This in turn has put a premium on being able to come up with credible ways to value brands. David Haigh and Jonathan Knowles report
There is now widespread acceptance that brands play an important role in generating and sustaining the financial performance of businesses. With high levels of competition and excess capacity in virtually every industry, strong brands help companies differentiate themselves in the market and communicate why their products and services are uniquely able to satisfy customer needs.
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