Each year Interbrand conducts a brand survey that evaluates which brands are the strongest. It’s based on valuing three dimensions: brand profitability, a measure of how the brand perception influences customer demand at the point of purchase, and a benchmark of the brand’s ability to secure ongoing customer demand (measured through loyalty, repurchase and retention). …
What kinds of companies are up to seven times more likely to come out of a recession stronger and more profitable? Companies that strengthen their brands during the downturn, according to the Harvard Business Review. It’s not hard to see why this should be so, if you think about branding as an investment rather than a cost. After all, “buy low, sell high” is perhaps THE central axiom of investing.
Once brand value has been established, it benefits the brand long term and value doesn’t easily collapse in a tight economy.
We’ve believe there are 4 methods for increasing product differentiation and brand profitability that are generally underutilized, if not completely ignored. Paying special attention to these methods will make your brand stand out in the crowd.
As recently as a few months ago, if you had introduced yourself as being from Lehman Brothers, you would have been wrapped in the mantle of one of the most storied financial brands in the world. The brand’s halo would have automatically bestowed upon you attributes of investment savvy, Wall Street pedigree and no shortage …
Brands live in a dynamic, ever-changing environment. Many variables affect the well-being of a brand, including trends, economic cycles, new competitors, changing tastes, lack of innovation, just to mention a few. Brand health needs to be monitored and maintained. But how can you tell whether your brand is deteriorating? A 2007 survey of brand marketers …
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