Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

Evaluating the Firm Brand Exploitation Strategy: A Value-based Approach

Published: May 28, 2019


Marc Fischer, University of Cologne; Max Backhaus, University of Cologne; Tobias Hornig, Siemens Industry Software GmbH


Brand equity; Brand exploitation strategy; Corporate valuation


Although prior research has established that brands contribute to firm value, little knowledge exists about the exact mechanism by which they generate value for investors—that is, which value drivers they influence. Having knowledge about important value drivers, such as profitability, expected earnings growth, and duration of excess return (competitive advantage), is important for deriving the appropriate value-based brand exploitation strategy, because the contributions of these value drivers can differ across firms. At the same time, the impact of brand on value drivers also differs across firms. Therefore, to be most effective, a value-based brand exploitation strategy should involve leveraging the brand for the most influential value driver to appropriate the highest value in the marketplace. In this submission, the authors conceptualize this idea, which can be tested using empirical data.