Branding has become the most significant value driver for boardrooms. Branding is a very effective catalyst for better leadership; and branding helps the boardroom drive its shared vision. The primary objective of boardrooms is to build and sustain shareholder value and deliver competitive returns to shareholders.
Perceived quality is a brand association that is elevated to the status of a brand asset for several reasons:
There are several stakeholders concerned with brand equity, such as the firm, the customer, the distribution channels, media and other stakeholders like the financial markets and analysts, depending on the type of company ownership.
I have bought a Porsche. Last week I took delivery of my huge, black Porsche Cayenne Turbo, and for the past seven days I have been cruising the streets, intimidating BMW drivers and playing Shakira at full volume through the 12-speaker Blaupunkt stereo.
Eight years ago, Thorntons, the 98-year-old chocolate company, found itself in a very sticky situation. New chief executive Peter Burdon announced a three-year plan to turn the company around and, remarkably, through a major consolidation of stores, product portfolio and finances, he has done just that.
