How Strong Brands Impact Financial Value
To help marketers demonstrate the value of investments in
building brands, this paper introduces twelve ways by which
a strong brand contributes to the financial value of a firm.
It is the outcome of several dozen interviews with CMOs and
CFOs at ANA member companies over the past 12 months,
along with comprehensive review of academic literature on
the subject of brands and brand value.
The twelve areas of impact are organized into three categories,
customer/prospect; brand ecosystem; and organizational/
internal. Each impact is explained with examples, suggestions
for approaches to measurement, and academic references.