An AHP approach to assess brand intangible assets

Abstract

Purpose Brand equity has recently emerged as an important research area in marketing and it has been examined from practical and academic perspectives. Following this lead, the purpose of this paper is to propose a new method to evaluate the impact of brand intangible assets on a firm value creation process. Design/methodology/approach The paper proposes an approach based on Analytic Hierarchy Process (AHP) technique, illustrating its efficacy in the measurement of the value of brand intangible assets and its capacity to overcome the flaws of current methods. Findings The outcomes of the AHP application should be considered as a KPI enabling management to optimize brand investments and strategies. The paper concludes with an application of the presented method on a famous multi‐brand company. Originality/value This methodology puts in evidence the fundamental aspects of brand intangible assets and, above all, how much they impact on the firm value creation process.