Fashion Brand Valuation: Where Marketing Meets Finance - Mike Bastin Event

Event details

Brand building across more and more industries is essentially about developing intangible brand values as perceived by the consumer, and the fashion industry is no different. In fact, intangible brand values feature even more significantly where fashion brands are concerned. Fashion brands and their intangible brand value is not at all difficult to talk about but measurement and even quantification presents a huge challenge. This staff seminar paper sets out a critical review of the most well known, and often used in the fashion industry, measurement methods and techniques. Shortcomings are highlighted, which are considered most critical to better measurement and a more comprehensive conceptual measurement model outlined.