Brand Valuation as a Measure of Market Power

Wood, L. (1999) Brand Valuation as a Measure of Market Power. European Journal of Marketing, 33 (5/6). pp. 612-630. ISSN 0309-0566. (The full text of this publication is not available from this repository)

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Official URL
http://dx.doi.org/10.1108/03090569910262224

Abstract

Addresses the importance of brands in the assessment of market power. Traditional approaches to assessing market power are fraught with problems because they ignore the power of brands, and are constrained by the classification of companies within domestic markets. Introduces a model for assessing market power which uses brand value as the basis of market power measurement. The model emphasises the importance of brands and acknowledges the international nature of markets. It has the further benefit of being forward-looking rather than focusing on the past performance of companies. Using this model, it is suggested that within the UK beer market, the threat is from the owners of powerful non-domestic brands rather than from large UK brewers. The analysis of the beer market represents a pilot study for the model proposed in the paper. The brand valuation model itself needs refining before the proposed model can be validated on a widespread basis.

Item Type: Article
Uncontrolled keywords: Brand equity, Brand valuation, Brands, Brewing industry, Market share
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Lisa Wood
Date Deposited: 14 Jun 2009 16:47
Last Modified: 10 Jan 2012 15:53
Resource URI: http://kar.kent.ac.uk/id/eprint/9961 (The current URI for this page, for reference purposes)
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