Strategic brand valuation: A cross-functional perspective

Abstract

The information age has greatly increased the scope and variety of information available to managers, yet organizations often struggle to find the most effective means to use the information. Executives have long used a variety of information sources to help position their products effectively in the marketplace. Increasingly, the source and focus of such information is outside the firm. In companies in which a brand or brand portfolio is the key source of competitive advantage, it is especially crucial to collect and evaluate data to help with brand management. General Mills spends roughly $3 percent of its revenue on marketing and $25 million per year on its Wheaties brand alone. This significant level of expenditure highlights the importance of tailoring the capture and delivery of information to support brand management decisions.