The Marketing Book 5th Edition

Market

Economics

Core

business

processes

Resources

Tangible

assets Technological

Strategic

assets

Brand

assets

Human

resources

Organization

and culture

Core Capabilities

Investment

Product

development

Supply chain

management

Customer

relationships

Differential

Advantage

Shareholder

Value

Managing the marketing mix 299

Table 11.2 Relative importance of brands and other assets

Tangibles(%) Brands(%) Other intangibles(%)

Utilities 70 0 30

Industrial 70 5 25

Pharmaceutical 40 10 50

Retail 70 15 15

Info tech 30 20 50

Automotive 50 30 20

Financial services 20 30 50

Food and drink 40 55 5

Luxury goods 25 70 5

Source: Interbrand.

Figure 11.3 Brands within the resource-based theory of the firm