Returning to Brand Relevance

Deborah Athens

When companies treat their brands as an asset, this commitment can create a more effective and unified organization.

Returning to Brand Relevance

Deborah AthensOracle Corporation

When brands are treated as an asset, companies begin to see the power of branding, including what it can do for them. Branding goes beyond the execution of advertising and logos, touching practically every area of an organization—from internal employee communications and operational facilities to dealerships, the Web, as well as the products and services that are being sold. Branding is about how your business motivates a consumer to make a purchase.

Until recently, companies have been pulling back from branding programs in order to cut marketing costs. However, recent economic instability...

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