| 词条 | BrandZ |
| 释义 |
Controversy{{Undue weight section|date=August 2018}}The credibility of the Interbrand and BrandZ league tables have been cast into doubt by an article written in Marketing Week by Mark Ritson.[4] The lack of clear definitions and valuation dates in the both companies methodology raise questions about the subjectivity involved in brand valuations. Being part of multinational advertising groups, Interbrand and Kantar Millward Brown also suffer from the risk of objectivity. Transparency and objectivity are two of the requirements of the ISO 10668 standard of monetary brand valuations. See also
References1. ^1 Global brand values in the hot seat, Mark Ritson, The Age, May 23, 2006. Accessed on line November 30, 2007. 2. ^BrandZ - brand equity {{webarchive |url=https://web.archive.org/web/20080213021754/http://www.brandz.com/ |date=February 13, 2008 }}. Accessed on line November 30, 2007. 3. ^VIEWPOINT: Step nearer to brand valuation 'perfection', Marketing Week, April 20, 2006. Accessed on line November 30, 2007. 4. ^http://www.marketingweek.co.uk/sectors/industry/brand-valuations-do-not-always-tell-the-full-story/3030524.article External links
3 : Databases by subject|Market research|Brand valuation |
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