Economy of Brands

JAN LINDEMANN is a leading authority on value-based brand management and the impact of brands and other intangibles on shareholder value. He has advised many companies on building and managing leading global brands with sustainable economic value. He has also helped clients to maximize the value of their intangible assets in a wide range of financial transactions including M&A, IP licensing and securitization. Jan has worked with leading companies around the world including Samsung Electronics, LG, Intel, Prada, Gucci Group, Nestlé, L'Oréal, PepsiCo, RHM, GE, Bank of America, MasterCard, Johnson& Johnson and Vodafone.Jan was Global Managing Director at Interbrand, where he built the firm's global brand valuation and analytics business. He established and managed the ranking of the Best Global Brands published annually in BussinessWeek magazine. In his earlier career Jan was a mergers& acquisitions advisor for The Chase Manhattan Bank focusing on the marketing and execution of M&A transactions in Western Europe and the US.Jan holds an MA in international economics and international politics from The School of Advanced International Studies (SAIS) of The Johns Hopkins University, Washington, DC, USA.

• Introduction What Is A Brand? The Value Of Brands Assessing the Value Of Brands Brands On The Balance Sheet Brand Securitisation Brand Value In Mergers& Acquisitions Brand Licensing The Brand Value Chain Return On Brand Investment (ROBI) Brands and The Stock Market Managing Brand Value Conclusion Bibliography

"Branding has always been a divisive issue in the boardroom. On one side has sat the sceptics those quick to point out the dangers of listing this most intangible of assets on the balance sheet; while on the other has sat the believers those keen to differentiate and extract super normal earnings from very normal markets. And now Lindemann has reconciled the two in 'The Economy of Brands' - the most thorough insight ever published into 'branding' - the often misunderstood alchemy of marketing and economics.Lindemann has 'tamed the dragon', by providing the business and academic worlds with the most thorough insight yet published, into branding and how it really works in business. His perspective is bolstered by many years spent at the coal face arguing the economic case for brands with CFOs, accounting bodies, tax authorities and financiers. 'The Economy of Brands' is sure to become the 'go to' reference for accountants and marketers alike."John AllertGroup Head of Brand, McLaren Group"Jan Lindemann has produced a remarkable text covering the theory, strategy and operational practice of the management of brands and the creation and sustaining of brand value. His model for the management of brand value is something that 21st century managers should put at the heart of their strategic thinking."Professor Christopher BonesDeanHenley Business SchoolUniversity of Reading"In this a fast paced gem of business science Jan Lindemann presents one of the most insightful and compelling cases for the economic impact of brands that support the CMO in strategic business planning and fact based reasoning with the c-suite colleagues on the value creation of intangible assets. It should inspire marketing executives to change their responsibilities from marketing cost management to brand investment management that generates sustainable returns to shareholders as well as other stakeholders. The Economy of Brands proves that good brand management results in superior financial performance.'Stefan NerpinCMO/Group Head of MarketingSEB (Skandinaviska Enskilda Banken AB)