How Strong Brands Translate into Money

By

Professor Alexander Himme, KLU

Brand maintenance is not only a matter for the Marketing Department. The colleagues in Finance should also be interested in a strong brand image. After all, it will help them to reduce the company’s debt ratio and improve its credit rating. These are the findings of Alexander Himme, professor at Kühne Logistics University, and Marc Fischer, professor at the University of Cologne, as published in their study entitled "Financial Brand Value Chain".

Financial Brand Value Chain: How brand investments contribute to the financial health of firms can be viewed in the pre-print section of the International Journal of Research in Marketing


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