brand

Tag: brand

Intangible Assets: Protecting Your Brand And Reputation

“In an economy where 70% to 80% of market value comes from hard-to-assess intangible assets such as brand equity, intellectual capital, and goodwill, organizations are especially vulnerable to anything that damages their reputations” (Harvard Business Review). Last week, I had a conversation with one of my coaching participants, Dory. Dory’s company is trying to make

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Market Positioning

See Also: Company Life Cycle Pricing Strategies Marking to Market Benchmarking Capitalization Market Positioning Definition What is market position? In marketing and business strategy, market position refers to the consumer’s perception of a brand or product in relation to competing brands or products. Market positioning refers to the process of establishing the image or identity

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Brand Equity

See Also: Market Positioning Market Dynamics Marketing Mix (4 P’s of Marketing) Porter’s Five Forces of Competition Value Chain Brand Equity Definition The brand equity definition is the marketing effects that occur or gather over time in a product because of the brand name or company name associated with that product. At times, this brand

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Amortization

In accounting, amortization refers to the periodic expensing of the value of an intangible asset. Similar to depreciation of tangible assets, intangible assets are typically expensed over the course of the asset’s useful life. It represents reduction in value of the intangible asset due to usage or obsolescence. Basically, intangible assets decrease in value over time, and amortization

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