Brand can be define as an intangible asset that communicates value about an organization, its people and its products and services.
The fact is this. A high-value portfolio of brands is one of the most valuable intangible assets. Which is one reason why - as part of international accounting standards - a brand portfolio and its inherent brand equity can now be listed on a company balance sheet.
Take this example from branddirectory.com Nike's 2012 brand value of US$18.6 bilion, which is 52.3% of the company's enterprise value of US$35.6 billion:
Take this example from branddirectory.com Nike's 2012 brand value of US$18.6 bilion, which is 52.3% of the company's enterprise value of US$35.6 billion:
So, entrepreneur really want to build their own business? Then think seriously and strategically about creating and building high-value brands.
In every business a brand is established at core two levels. Firstly it has their organization/brand which reflects the positioning, values and culture of their organization and its people. The next core level of branding is at the product/service portfolio level, which represents the positioning, features and benefits of their respective products and services.
In term of their business-level brand a core brand driver is their branding and marketing communications program. However, just as important is the behavior of their people. Indeed, both are highly influential in the way that the marketplace perceives their business.
Also, in my view business-level branding has very little to do with visions or mission statement. Instead, it is what your people do and how they behave on a day-to-day basis that either adds to, or subtracts from, the overall brand value of their business
In every business a brand is established at core two levels. Firstly it has their organization/brand which reflects the positioning, values and culture of their organization and its people. The next core level of branding is at the product/service portfolio level, which represents the positioning, features and benefits of their respective products and services.
In term of their business-level brand a core brand driver is their branding and marketing communications program. However, just as important is the behavior of their people. Indeed, both are highly influential in the way that the marketplace perceives their business.
Also, in my view business-level branding has very little to do with visions or mission statement. Instead, it is what your people do and how they behave on a day-to-day basis that either adds to, or subtracts from, the overall brand value of their business