The Very Tangible Value of the Brand
- Topics:
- Brand Management,
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Landor Associates,
- Marketing
- Source:
- Landor Associates
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Overview: A brand represents the most powerful link between the offer and consumer. What else is a brand if not what consumers perceive it to be? Familiarity, image and trust drive a brands reason to be and thus they are the building blocks of its capacity to generate value. To create value in the long term, the correct approach is to evaluate a brand's strength and weakness, quantify the existing and future brand value within a market context and ask which and what value the brand can add to the company as a good understanding of the brand value allows the management to detect opportunities.
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Format: HTML | Date: Feb 2003 | Pages: 2
