Owning Brand Value: From Trademark to Trustmark

Argues that brand values must be defended against theft as trademarks are, by developing a clear, legally defensible concept of a brand.

Owning Brand Value: From Trademark to Trustmark

Larry Light Arcature

The overriding goal of management is to create sustainable growth in shareholder value. However, you cannot create sustainable value for shareholders unless you create enduring value for customers. All cash flow begins with a customer exchanging money for your offer. Value creation depends on customers perceiving that your offer provides superior value to competitive alternatives. The number one priority of marketing is to increase the customerperceived value of brands. Having created a very valuable brand, marketing must not stand aside as copycat marketers steal the value that has been...

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