The Economic Value of Your Company Brand
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1 Brand Value Christopher Ryan info@fusionmarketingpartn ers.com The Economic Value of Your Company Brand
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Transcript of The Economic Value of Your Company Brand
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The Economic Value of a Brand
When people talk about a company brand, it is often expressed as sort of an abstract concept – we feel good about our brand — or perhaps not so good. Actually, a strong brand has a monetary value
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For Example…
• It can be a sales and profit accelerator by helping you sell more products and services at a greater profit margin
• It can be a boon to the stock price, making the entire company more valuable
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Two Dimensions of Brand Value
-David Reibstein,professor of Marketing at the Wharton School of Business
“A valuable brand delivers return for the company on two dimensions. Either it allows the company to charge a premium price or it
adds more volume or market share.”
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What the Right Brand Does
A brand can attract top talent - lots of people want to work for companies that have a positive public persona.
The company brand can be a driver of merger or acquisition activity. The acquiring company always wants to know that they’re buying a strong brand and it will make you a more attractive acquisition
target.
The right brand can be a company morale booster, which is vital for retention and recruitment. You will get people excited about coming to work.
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High-Value Brand Attributes
1. Well known by the target audience (in a good way, of course).
2. Differentiates you from all other competitors.
3. Offers a clear and compelling benefit. People have a sense that when they do business with you, they get some personal benefit out of it.
4. Respected.
5. Timeless and not based on a short-term fad or market trend.
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Main Objective
Your biggest objective is to make sure you have a differentiated brand and not a commodity brand.
A commodity brand is something where the main difference between brand A and brand B is the price that the purchaser pays for it
A B
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Main Objective
By contrast, a differentiated brand can deliver a shorter sales cycle, and much less competition, where you are able to drive premium price points.
AAAABAAAA
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Brand Calculation
Forbes magazine performed a study in which they calculated the economic value of brands. Apple leads the list, with a brand value of $124 billion.
Rounding out the list are Microsoft, Google, Coca-Cola, IBM, McDonalds, GE, Samsung, Toyota, and finally Louis Vuitton, with a brand value of almost $30 billion dollars
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Declining Value
• On the other side of the coin are brands with declining value like Sears, Blackberry, (which used to be Research in Motion), H&R Block, Yahoo, and JC Penny.
• These brands definitely have some rehabilitation to do before they get back to a strong, positive perception and strong economic value.
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Jerry Garcia
The paragon of branding said, “Success isn’t about being perceived as the best at what you do. It’s about being perceived as the only one who does what you do.”
Jerry was right. A strong and differentiated brand can put you way ahead of the competition.
Go forth and brand thyself!
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Learn More
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About Fusion Marketing Partners
Christopher Ryan, CEO
We Do This: Brand building/messagingWebsite optimizationContent creationLead generationYou Get This:Much greater levels of awarenessHigher quantities of qualified leadsAbility to generate faster revenue
Lots more information at: http://FusionMarketingPartners.com/http://Greatb2BMarketing.com (blog)[email protected]
719-357-6280
