Title: The role of accounting in marketing: brand equity

Authors: Khosro S. Jahdi, Gaye Acikdilli

Addresses: Bradford School of Business and Law, Bradford College, Great Horton Road, Bradford, BD7 1AY West Yorkshire, UK. ' Baskent University, Department of International Trade, Baglica Kampusu 06530, Ankara, Turkey

Abstract: This paper discusses the influence of accounting on the discipline of marketing by means of employing the assessment of brand equity. A brief historic perspective of marketing and indeed brands as well as an evaluation of the contribution of accounting to marketing are included. Unfortunately the two disciplines of accounting and marketing do not enjoy a positive image and are treated by the general public with suspicion and scepticism. An enhanced brand reputation or equity would undoubtedly be instrumental in creating and even maintaining a more positive public perception. Christopher Satterthwaite, the Chief Executive of the UK public relations firm Chime Communications believes that 25%-30% of any company|s stock price is related to its reputation (Macalister, 2008).

Keywords: branding; brand equity; accounting; marketing; shareholder value analysis; reputation.

DOI: 10.1504/IJEA.2010.036806

International Journal of Economics and Accounting, 2010 Vol.1 No.3, pp.267 - 283

Published online: 09 Nov 2010 *

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