The Brand Capability Value of Integrated Marketing Communication (IMC)

It is now widely accepted that intangible assets provide the most sustainable source of competitive advantage. Indeed, brand equity often accounts for a major portion of shareholder value. However, Ratnatunga, Gray, and Balachandran argue that firms need to go beyond individual asset values (be they tangible or intangible) and begin to recognize how these assets work in concert to provide the capability of an organization to enhance its shareholder value. They contend that capability economic values can be derived for all tangible and intangible assets in an organization using specific expense-leveraged value indices.