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  • Sjödin, Henrik (author)
  • Financial assessment of brand extensions
  • 2007
  • In: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 14:3, s. 223-231
  • Journal article (other academic/artistic)abstract
    • The possibility to assess brand strategies based on their financial consequences is attractive to managers and researchers alike. This conceptual article discusses financial assessment of brand extension proposals within companies. An integrated framework synthesises key questions and arguments in theoretically informed valuation, in order to support managerial decision-making. It highlights the link between brand equity considerations and financial evaluation, to acknowledge the role of brand extension as an investment in business development. The ideal role of financial assessment in the practice and research of brand extension is discussed.
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Type of publication
journal article (1)
Type of content
other academic/artistic (1)
Author/Editor
Sjödin, Henrik (1)
University
Stockholm School of Economics (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2007 (1)

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