Our thinking is appearing in publications around the world

What is a brand and when does it become an asset? In this article, we discuss the history of brand valuation.

David Aaker and several other business gurus discuss key consumer trends and new strategic thinking for companies seeking world-beating brand behavior.

This article summarizes the speeches that given at the 2008 CMO Conference in Switzerland. It reflects the latest marketing thinking of branding gurus such as Jean-Claude Larréchés from INSEAD, and David Aaker, Vice Chairman of Prophet. *Please note, this article is in German.

A framework by which a company can identify, analyze and correct inconsistencies across its customer touchpoints.

A point of view on the importance of understanding what drives the financial aspects of a business in order to measure marketing ROI.

In this article focused on professional services companies, Roger argues that there is a negative correlation between the time a services company completes the job and the level of commitment for clients to buy again. To combat this, professional services companies should adopt a new form of brand equity research.

Meet James Walker. Prophet’s newest senior partner will be spending the foreseeable future hopping between his home in the U.K. and the States as he helps bring analytics to life for savvy marketers. He’s spent the last 20 years in the marketing sciences, on the big agency (J. Walter Thompson), big consultancy (Accenture) and entrepreneurial sides. He recently shared his views of the new practice area he’s leading, and a peek at other interests that occupy his time.

In this article, Steve Chang discusses the potential impact on Vera Wang's brand by launching a new line of clothing for Kohl's.

A perspective on what it takes to save a dying brand.

This in depth article highlights the challenges of building a B2B brand and provides guidance on steps that mangers can take to effectively build their brands.

Six pitfalls to avoid to ensure your brand-building efforts are successful.

A perspective on reaching your customers in unique ways.

Prophet senior partner James Walker has spent his entire career in marketing consulting, analytics and research. He was fascinated to see neuromarketing becoming more mainstream, so he met up with Hilke Plassmann, the global thought leader in the application of neuroscience to marketing. Hilke is an Assistant Professor of Marketing at INSEAD where she teaches marketing management in France and Singapore in INSEAD’s MBA program, and neuromarketing in INSEAD’s Executive Education Program. She is currently Visiting Faculty at The Wharton School as part of the INSEAD–Wharton alliance.

A look into how several successful companies manage their brands as strategic assets.

A summary of the role of brand metrics and the importance of linking brand and business strategies to select the most appropriate metrics for the your business.

this article provides practical advice on how to measure and track one of a company's most valuable assets-its brand.

In this article, we discuss how single-brand companies can utilize brand portfolio and architecture to maximize business results.

A point of view on some recent brand extensions.

Why are companies using brand valuation? There are many reasons including, in a few cases, sheer curiosity. Using a case study of the Australian wine industry, Roger explains why brand valuation is the thing.

If the marketing budget — which always ranks very high on the schedule of costs on the income statement — was viewed more like the investment in assets, more marketers would sit on the board and have the ability to explain and report on the crucial assets within their purview.