How to enhance value? A comparative approach between marketing and finance

Abstract

What consumers do with brands has always been considered a source of value. During the last decade, this phenomenon has been accelerated still further by the rising power of consumer communities, supported by the growth of the internet and social media. It has been shown that the success of a brand today increasingly depends on the existence of a community of captive and loyal fans who co-create the value of that brand through their various practices. This co-created value is evaluated as an intangible asset by financiers and consultants. This paper therefore seeks to deepen the knowledge of brand value by outlining the relationships between three worlds still unknown to each other: those of brand communities, brand management and brand valuation.