Brands: the asset definition and recognition test

Tollington, Tony

doi:10.1108/10610429810222822

Cited by 12 publications

(17 citation statements)

References 15 publications

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“…Researchers concur that perception can be defined as 'the process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world' (Schiffman & Kanuk 2010:175). Tollington (1998) points out that perceptions are formed through information that is received from the environment by the consumers' five senses, namely sight, touch, smell, hearing and taste, and Lindstrom (2005) argues that the majority of a person's understanding of the world is experienced through the senses. Marketers tend to agree that perception plays a vital role in marketing programmes, where the use of pictures, images, spoken and written language, colour, noise, music, tastes as well as smells are used (Wright 2006).…”

Section: Perception and Sensationmentioning

confidence: 99%

The influence of selected senses on consumer experience: A brandy case

Pentz

Gerber

2013

Acta Commercii

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Orientation: Sensory marketing has become a popular marketing technique to enhance consumer experience. Researchers have suggested that marketers should incorporate as many senses as possible in order for sensory marketing to be effective.Research purpose: To investigate the influence of selected senses – sight, sound and smell – on consumers’ experience, specifically in terms of the tastiness of brandy.Motivation for the study: Even though the use of the senses such as sight, sound and smell is a popular sensory marketing tool in the field of experiential marketing, applying such marketing techniques is a challenging and costly exercise for marketers, and researchers have called for more studies on senses and consumer experience.Research design, approach and method: A full factorial laboratory experiment (2 x 2 x 2) was conducted where 240 spirits consumers indicated the tastiness of a brandy sample under certain conditions.Main findings: Results revealed that, within a laboratory setting, consumers recorded lower levels of tastiness under conditions where more senses were manipulated than in conditions where less senses were manipulated.Practical/managerial implications: The results of the study coincided with previous results, which indicated that, within certain product categories, sensory marketing could actually decrease the consumer’s experience as sensory overload could occur.Contribution/value-add: In the endeavour to reduce possible sensory overload in the alcohol industry, the findings suggest that marketers should not apply sensory marketing indiscriminately to all product categories. For example, on a retail level, where experimental marketing might be too costly or even too complex to apply to some product categories, marketers should rather rethink the use of sensory marketing strategies within certain industries and focus on other marketing strategies, such a brand building.

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Section: Perception and Sensationmentioning

confidence: 99%

The influence of selected senses on consumer experience: A brandy case

Pentz

Gerber

2013

Acta Commercii

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“…Their findings suggested that firms should allocate their spending (or budget/resources) on advertising, promotion and R&D, carefully to enhance their brand value. Which makes it quite important to be able to clarify and estimate a brand's value (Ewing, 2006), which should be assessed independently as one of the Renaming effect of brand value assets of the company (Tollington, 1998). In its daily interaction with consumers, a brand is a symbol of recognition that influences customers and produces further value (Arvidsson, 2006).…”

Section: Brand Valuementioning

confidence: 99%

Renaming effect of brand value: state‐owned enterprises

2009

Management Decision

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Purpose -The purpose of this paper is to evaluate the renaming effect of brand value of state-owned corporations in Taiwan. Design/methodology/approach -This study aims to evaluate and analyze the value of the CPC brand by: using the Interbrand and Hirose models, and analyzing empirically the difference-comparison of the results. Findings -For the state-run corporations, the practical application of the Hirose and Interbrand models, the main target market, and the business orientation categories, which the corporations belonged to are illustrated in a two-dimensional four-quadrant framework.Research limitations/implications -This study presumes that Chinese Petroleum Corp. will be affected in various ways after being renamed CPC Corp., Taiwan, and the fluctuations in value will be reflected in related profit/cost data. It is also assumed that the brand will bring value to the company. However, there are constraints in doing this research despite the completeness and objectivity of the study subject. Originality/value -Research on brand equity is still in a state of evolution. This study makes two major contributions. First, it suggests that choosing the more applicable valuation model depends on the enterprises' industrial characteristics. Second, the differentiation of the applications of brand value models is based on: the orientation characteristics of the various valuation models, the target markets, and business orientation.

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“…However, the religious community address the problem of recognising the unrecognisable through physical surrogates or artefacts. Likewise the business community can recognise the unrecognisable intangible resource which, Tollington (1998b) suggests, should be on the basis of its legally separable identity. In other words, as a legal abstraction physically identified by documentation (trade marking a brand?…”

Section: The Need For a Change To The Definition Of An Assetmentioning

confidence: 99%

The cognitive assumptions underpinning the accounting recognition of assets

Tollington

2000

Management Decision

Self Cite

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This paper presents an examination of the cognitive assumptions underpinning the accounting recognition of assets, in particular, internally created intangible assets such as brands, software and patents. The purpose is to examine, in broad terms, how accountants view these assets and, also, to assess whether accountants, themselves, are aware of the restrictive nature of their disclosure practices. It is supported by a small questionnaire of accountants to see whether there is some support for this assertion. Intangible assets are becoming paramount in the governance of companies and it is, therefore, pertinent for management to have relevant financial information about them. An important first step is to persuade accountants to recognise them.

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Brands: the asset definition and recognition test

Cited by 12 publications

References 15 publications

The influence of selected senses on consumer experience: A brandy case

The influence of selected senses on consumer experience: A brandy case

Renaming effect of brand value: state‐owned enterprises

The cognitive assumptions underpinning the accounting recognition of assets

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