What is the value of a brand?

Earlier this year, the question What is the value of a brand? was  answered on The Big Question, a video series created by Booth’s research magazine Capital Ideas.  An expert panel consisting of Professor Ann L. McGill and Professor Pradeep K. Chintagunta as well as Ann  Mukherjee, the president of global snacks and global insights at PepsiCo, discussed the function of brands, building a brand,  and measuring and increasing brand value.

University of Chicago researchers can learn more about brand value using the following resources:

  • eMarketer provides rankings by brand value across different different industries based on overall financial return to an organization’s investors, the brand’s influence on the generation of demand through choice, and the ability of the brand to create loyalty and keep generating demand and profit into the future.
  • Factiva allows you easily filter your search for content in the subject area of Branding.
  • Passport GMID covers a range of topics including brand divestment and provides  international brand share statistics and brand analysis.

Questions?  Ask a Librarian.

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