Overview of the Best Academic and Consulting Models Used for Evaluation of Brands - Ecosistema de conocimiento de Corporate Excellence
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Brand

Insights September 2012

Overview of the Best Academic and Consulting Models Used for Evaluation of Brands

What are the best perspectives and aspects for analysing the most important intangible asset for a company? What academic institutions have developed brand management methods and evaluation procedures? What experts and professionals contributed their views on brand management? The document addresses all these questions and provides an overview of the best methodologies.

35 leading analysis models or paradigms – 24 from the academic community and 11 from the professional community – have been compiled in this text published by the international consulting firm Brand Management Coleman CBX and edited by its Projects Director Luis Miguel de Bernardos, who advocates the importance of measurement for reinforcing the strategic role of brands. 

This document was prepared by Corporate Excellence and among other sources refers to the statements made by Víctor Mirabet (member of the Board at Coleman CBX) and Luis Miguel Bernardos (Project Director at Coleman CBX) during the presentation of the book Brand Value for Consumer: Overview of the Evaluation Models published by Coleman CBX and presented jointly with the Dircom Association in Madrid on March 21, 2012.