Around the Net
Brand Value Being Replaced By Customer Relations In Valuing Companies
- Marketing Week, Monday, March 7, 2016 6:05 AM
An analysis of British brands bought between 2005 and 2014 by Markables found that while the proportion of a transaction attributed to brand value was 25% in 2005 this had decreased to just 13% in 2014. Over the same period the value of customer relations increased from 12% to 24%, overtaking the role of brands in acquisitions. The move reflects a shift in marketing strategy that has seen businesses move more towards CRM and personalised messages and away from more traditional mass media.
