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
Date Written: April 2, 2010
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: Suggested Citation