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Practitioners perpetually question whether they are spending the right amount of money on the right marketing activities to optimize sales, profitability, brand equity, and shareholder value. This perennial problem is perhaps even more salient today, as organizations increasingly begin to recognize the value of intangible assets and question the extent to which marketing should be viewed as an investment (as opposed to an expense). This paper introduces the notion of brand capability within a tangible-intangible asset valuation framework. Specifically, a model is developed to assess the impact of integrated marketing communication on brand equity by leveraging capability-enhancing marketing expenses to economic values through the use of specific combinations of expense-leveraged value indices. [ABSTRACT FROM AUTHOR]

The development of modern business depends to a large extent on the ability of companies to compete. More and more companies engage resource in creating a unique product capable of satisfying and the most demanding users. The protection of these products of unlawful use is carried out through intellectual property sites which are defined as intangible assets. Objects of scientific interest in this study are trademarks as an intangible asset that, through the use of marketing tools, turn into powerful brands for billions of dollars. The purpose of this article is to present the change in the value of world brands under the influence of COVID-19. By using empirical methods (study, comparison and analysis of expert assessments), the paper clarifies the role of intangible assets for the competitiveness of companies and the importance of trademarks and brands as a competitive advantage. The results of the study show predictions about the most valuable global brands for 2021. In conclusion, the role of trademark and brands for society as a whole and in particular for consumers is summarized. [ABSTRACT FROM AUTHOR]

This paper gives an up-to-date analysis of trends in managing intangible assets reflecting the various agents comprising the communication system in Spain. To this end, qualitative techniques were applied (Delphi questionnaires and in-depths interviews) on the understanding that the best way to find out the underlying reasons for a change and its subsequent consequences is to examine quality over quantity. Experts and academics, professionals in brand communication, advertisers and media managers replied to questions on the current method of managing a company's intangible assets and thus define the discourse issued from corporations and commercial brands to their stakeholders. Analysis of the results will enable us to confirm that we are certainly looking at a new communication scenario, if not a change in paradigm. [ABSTRACT FROM AUTHOR]

PATENTS ARE ACCEPTED INTERNATIONALLY as a reflection of a country's inventive and technological achievements and are used for monitoring and assessing national systems of innovation. In South Africa, patents are one of the technological indicators monitored by the Department of Science and Technology. This article reports the results of an assessment of South Africa's technological performance based on the number of utility patents granted to South African inventors by the U.S. Patent and Trademark Office (USPTO). The analysis shows that the country is losing ground in the international technological race. South Africa's shares in the USPTO halved from 0.13% in 1988 to a mere 0.07% in 2001. Finer analysis reveals a small shift towards modern technologies (such as biotechnology, pharmaceuticals, and computers and peripherals) and Science Linkage indicators identify the areas (in particular biotechnology and pharmaceuticals) in which South Africa is producing leading-edge technologies. [ABSTRACT FROM AUTHOR]

Brands represent the most valuable asset that many firms possess, and the associated brand equity is usually the result of years of development efforts. Yet many brands are becoming increasingly threatened by the worldwide phenomenon of brand counterfeiting, whereby imitations of the brand are sold to unwary consumers as the original. Counterfeits are known to flourish especially in developing countries that have weak legal infrastructures and corruptible public officials. What can a company do in the face of this threat? The authors summarize the literature that addresses this issue and provide an in-depth description of how one company addressed the threat of counterfeits in a lucrative developing market. The case illustrates the lengths companies may need to go to respond to counterfeits and raises many issues in relation to these actions. [ABSTRACT FROM PUBLISHER]

The authors assess the extent to which brand attitude, a key component of brand equity, has value relevance—that is, helps predict future earnings and thus firm value—in high-technology markets. Using data for firms in the computer industries, the authors find that changes in brand attitude are associated contemporaneously with stock return and lead accounting financial performance. The study also provides insights into the drivers of brand attitude. The authors find that both product attributes and peripheral cues shape brand attitudes in high-technology markets. [ABSTRACT FROM AUTHOR]

We examine the value relevance and reliability of brand assets recognized by 33 U.K. firms, and the stock price reaction to the announcement of brand capitalization. We find that brand assets are value relevant, i.e., associated with market values. However, the market capitalization rates of brands of firms with low contracting incentives are higher than those of firms with high contracting incentives to capitalize and overstate brand values. Thus, there could be substantial differences in the extent of bias or error in brand valuations of firms with different levels of contracting incentives, i.e., brand asset measures might not be reliable. The stock price reaction during the 21 days surrounding the first announcement of brand recognition is significantly positively associated with the recognized brand amount. However, the brand coefficient is only a small fraction of what would be expected if markets did not impute any value to brands before firms recognized them. Few previous value-relevance studies have examined intangible assets recognized in financial statements, and none have examined the effects of contracting incentives on the reliability of the reported values of intangible assets. [ABSTRACT FROM AUTHOR]

This article focuses on the impact of gray marketing and parallel importing on brand equity and values. Parallel importing may have a substantive impact on brand equity and value. The impact of marketing communications activity on brand equity and value is receiving significant attention, both as a result of changes to international accounting standards relating to the reporting of the financial value of intangible assets and as a result of increased focus on the impact of marketing activity on brand performance. The brand values and brand valuation are now receiving far greater scrutiny from official marketers and significant academic and practitioner attention. The methodology used to calculate brand value includes financial analysis of brand earning, analysis of the market and key drivers and analysis of risk factors impacting on brand strength. Parallel importing and its effects on existent brand equity are issues that need wider exposure and research in marketing and accountancy literature.