Some people will tell you that the best promise a large organization’s brand can make is to be “the quality, innovation leader in (insert the company’s business category).”
Today’s topic is “how organization age and size affect brand management issues.”
If a brand has equity it implies that the brand is an asset that has value. In fact, many studies over time have demonstrated that brand equity is a significant contributor to stock price, company valuation and shareholder value.
“A great brand taps into emotions. Emotions drive most, if not all, of our decisions. A brand reaches out with a powerful connecting experience. It’s an emotional connecting point that transcends the product.” – Scott Bedbury/Nike, Starbucks
Marketing isn’t what it used to be. In 2003, advertising spending across the world increased on average by 3.6% – however the returns from that spend decreased by 3.4%. Disruption is upon us.
