Making and measuring value : comparison, singularity and agency in brand valuation practice
Moor, Liz and Lury, Celia. (2011) Making and measuring value : comparison, singularity and agency in brand valuation practice. Journal of Cultural Economy, 4 (4). pp. 439-454. ISSN 1753-0350Full text not available from this repository.
Official URL: http://dx.doi.org/10.1080/17530350.2011.609708
This paper explores the use of three different forms of valuation and measurement by or on behalf of brands and branded organizations: financial brand valuation; brand equity measurement; and internal social or environmental evaluations. These systems, it is argued, are sites at which possible relationships between economic and other values are explored, and at which understandings of what is valuable emerge in tandem with the means for acknowledging and measuring it. By tracing the contexts and workings of these systems the paper shows how they allow aspects of the social world, including relationships and affects, to be partially absorbed into the brand as values. We argue that in an environment in which ‘value’ is imagined to be diffuse but omnipresent, the proliferation of valuation systems evidences both a requirement for new forms of measurement (capable of capturing multiple forms of value) and a search for novel ways of linking measurement and valuation. The paper concludes with an exploration of how these new ways of linking measurement and valuation may allow economic agency to be recognized and distributed.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HM Sociology|
|Divisions:||Faculty of Social Sciences > Centre for Interdisciplinary Methodologies|
|Journal or Publication Title:||Journal of Cultural Economy|
|Date:||19 October 2011|
|Page Range:||pp. 439-454|
|Access rights to Published version:||Restricted or Subscription Access|
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