• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Strategic brand valuation: A cross-functional perspective

    Author(s)
    Cravens, Karen
    Guilding, Christopher
    Griffith University Author(s)
    Guilding, Christopher J.
    Year published
    1999
    Metadata
    Show full item record
    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 ...
    View more >
    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.
    View less >
    Journal Title
    Business Horizons
    Volume
    42
    Issue
    4
    DOI
    https://doi.org/10.1016/S0007-6813(99)80064-0
    Subject
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/184592
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E
    • TEQSA: PRV12076

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander