Brand Value Creation: Three Pillars of Success
- Eugene YigaSynovate Laboratories
Introduction
With the world still recovering from what some are calling an economic disaster, a handful of brands are emerging from the chaos relatively unscathed. This is evidenced by the fact that a portfolio of the top 100 global brands, as established by Millward Brown, grew by 18.5% while that of the S&P 500 declined by 11.5% over the five-year period to April 2010.
Julian Daily of Interbrand believes this value comes from a brand's ability to influence businesses in three ways. Firstly, relevant and differentiated brands are...