When Brand Community and Brand Valuation Collide: A Case Study

6th International Conference of Thought Leaders in Brand Management, April 2010

11 Pages Posted: 11 Jul 2010  

Bernard Cova

Euromed Management

Bernard Paranque

KEDGE Business School

Date Written: April 2, 2010

Abstract

Today, brand communities constitute an externality that brand valuation methods like the Interbrand Global Rankings try to account for. By incorporating this externality, such methods build a bridge between two worlds that are totally foreign to one another: the world of investors; and the world of consumers/fans. Through a case study, we show that consumers/fans produce a type of value that will subsequently be recognized by investors using these valuation methods. Thus, accounting for the existence of brand communities via brand valuation methods raises questions relating to the production of value by a community, and its subsequent appropriation by a company.

Keywords: Capital, Community, Consumers, Investors, Ranking, Valuation

JEL Classification: D46, M31

Suggested Citation

Cova, Bernard and Paranque, Bernard, When Brand Community and Brand Valuation Collide: A Case Study (April 2, 2010). 6th International Conference of Thought Leaders in Brand Management, April 2010. Available at SSRN: https://ssrn.com/abstract=1638465

Bernard Cova

Euromed Management ( email )

Domaine de Luminy
BP 921 13288 Marseille Cedex 9, 13288
France

Bernard Paranque (Contact Author)

KEDGE Business School ( email )

Domaine de Luminy - BP 921
BP 921
Marseille, PACA 13288
France
+33607434981 (Phone)

HOME PAGE: http://www.kedgebs.com

Register to save articles to
your library

Register

Paper statistics

Downloads
395
rank
68,276
Abstract Views
1,607
PlumX