The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you consent to the use of cookies. 
Brands as Productive Assets: Concepts, Measurement, and Global Trends

The paper measures and analyzes brands from an economic (i.e., intangible capital) point of view. First, we describe how a productive role for brands is consistent with assumptions used in the economic analysis of innovation. Second, we analyze the conditions under which brands are long-lived productive assets and contribute to economic growth. Third, we review and improve the measurement of investment in brands. The paper concludes with a discussion of a new US series for brand investment to cover all marketing, including “in-house” investment, and a harmonized global indicator of brand investment covering 64 countries.