Bank On The Brand

Overview: The state-of-the-art in strategic management through the corporate brand sees financial services companies using their brand as the uniting symbol of their differentiated direction and values. For the leading practitioners who are already there, we foresee that the next stage will be for them to integrate brand values into their balanced business scorecards or other performance measurement systems. They will set targets for managers and staff related to the delivery of brand values in their daily work and their reward/bonus systems will recognize achievement in upholding brand values. The top-level brand practitioners in our survey are already tracking brand performance closely but none have yet tied these measures into their scorecards or bonus schemes. Having implemented all that, these leading edge companies will then start to report externally on the performance of their brand, demonstrating publicly how they have increased shareholder value. As long as shareholder value continues to be the yardstick by which equity markets evaluate company performance, and as long as intangible assets constitute over 80% of many companies’ market value, there will be unceasing pressure on company directors in financial services, as in other industries, to show effective management of their most important intangible asset, their brand.

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Format: PDF | Size: 88KB | Date: May 2001 | Pages: 7