Assets

Examples of Assets in the following topics:

• Brand Equity

  • For any given product, service, or company, brand equity is considered a key asset because it helps it remain relevant and competitive.
  • As a result, many experts have developed tools or metrics to analyze this asset, although there is no universally accepted way to measure it.
  • Young & Rubicam, a marketing communications agency, has developed the brand asset valuator, a tool to diagnose the power and value of a brand.
  • At the firm level - Brand equity can be studied as a financial asset by making a calculation of a brand's worth as an intangible asset.

• Return on Investment

  • It provides a snapshot of profitability adjusted for the size of the investment assets tied up in the enterprise.
  • Marketing decisions, such as setting prices, have obvious potential connection to the return on investment, but these same decisions often influence asset usage and capital requirements (for example, receivables and inventories).

• Defining the Marketing Objectives

  • The financial objectives are revenue, profits, and return on assets.

• Digital Media and Intellectual Property Issues

  • The proliferation of digital assets has created questions about how to apply traditional copyright laws to intellectual property on the web.
  • Under intellectual property law, owners are granted certain exclusive rights to a variety of intangible assets, such as musical, literary, and artistic works; discoveries and inventions; and words, phrases, symbols and designs.

• Recruiting and Selecting Salespeople

  • A great deal of recent research has underscored the strategic advantage of managing employees as if they are assets rather than commodities.
  • Making investments in a business's assets makes a great deal of sense, because these investments will bring a return.
  • A growing number of companies, recognizing that their employees are among their most valuable assets, are backing up that recognition with solid investment.

• GE Approach

  • Different internal factors that need to be considered include assets and competencies, brand strength, market share, market share growth, and customer loyalty.

• Marketing Performance Metrics

  • More accurately assessing company marketing assets such as brand equity and its level of effectiveness among target audiences

• Marketing Information Systems

  • Information is considered to be an important asset for any company in the modern competitive world.

• Market Share

  • Research has also shown that market share is a desired asset among competing firms.

• Purchase Influences