Brand Value =
Financial performance (earnings of branded products) X
Role of brand (the influence of the brand on purchase decisions) X
Brand strength (the brand's ability to secure future earnings) X
Interbrand’s Brand Valuation Model. Used by technology, retail, consumer goods, automotive, luxury, financial services and media Industries.
If you told me you didn't love brands...
I wouldn't believe you!!!
Each day we engage with 100 to 300 brands - from the toothpaste you use to the car you drive.
What makes brands so powerful is their ability to evoke emotions and communicate messages on both a conscious and subconscious level.
Your perception of a brand is shaped by the some of all interactions over time. To change or enhance a brand, every touchpoint must be addressed.
This is why people often say that a brand belongs to everyone in a company - not just marketing. Every employee and experience (internal and external) shapes how a brand is perceived and valued.
What makes brands so powerful is their ability to evoke emotions and communicate messages on both a conscious and subconscious level.
Your perception of a brand is shaped by the some of all interactions over time. To change or enhance a brand, every touchpoint must be addressed.
This is why people often say that a brand belongs to everyone in a company - not just marketing. Every employee and experience (internal and external) shapes how a brand is perceived and valued.
Brand Strategy Fundamentals
01
Choose the lane
Brand positioning
02
Choose your gear
Brand identity
03
Set yourself apart
Brand differentiation
04
communication
Brand messaging
05
The organization of the team
Brand architecture
06
The actual race
Brand experience
07
Fan base
Brand loyalty
08
Enter a new race
Brand extension
09
race records
Brand equity
10
The leaderboard
Brand Awareness
How we deliver Brand Strategy
01
START
You have a product or service - whether it's an entirely new concept or an enhancement of an existing one. You're in the early stages, making progress. To ensure success, you want to ensure you take the right steps to position yourself effectively.
02
GROW
You have an established brand, but it's either hit a plateau, or you sense there's untapped potential. While you may be uncertain about which levers to pull, one thing is clear: your commitment and determination to grow your brand is unwaivering.
03
LEGACY
You aspire to build a brand that hits a stride beyond profit - a brand that forges lasting connections and truly resonates with people. You're ready to broaden your approach, aiming to create meaningful impact while still driving financial success.
Celeste Moroney is a seasoned marketing and brand strategist with 25 years of experience, founder and owner of Run Partners and Executive Board Member for the Australian Marketing Institute.
ABOUTBrands we've partnered with
