accounting background for, 344
general approaches, 346
historical perspectives, 344–346
Interbrand’s methodology, 348–349
Prophet’s brand valuation methodology, 347–348
Simon and Sullivan’s technique, 346–348
summary, 349–350
Value equity, 98, 107
customer mind-set, 101–102
investor sentiment multiplier, 103
market performance, 102–103
marketing program investment, 101
marketplace conditions multiplier, 102
program quality multiplier, 101–103
shareholder value, 103
Value-based pricing strategies, 163
Values, 384–385
Vass, Kevin E., 245
Venkatesh, R., 245
Vertical brand extensions, 423–424, 439
Victoria’s Secret, 155
Video advertising, 208–209
Virgin brand, 416–418
Vivaldi Partnerrs, 319
Vlasic, 173–174
Volkswagen, 106
Volvo, 45
VW phaeton, 361