Increasing brand value: A masterclass from the world's strongest brands
Anastasia KourovskaiaMillward Brown Optimor
A brand is an intangible yet powerful corporate asset. Merlin Entertainments' recent flotation and Twitter's IPO have both highlighted the impact of strong branding and marketing on a successful listing and a share price that soars. Like any asset, a brand needs to be understood, maintained and invested in – and by measuring a brand's value a company can quantify exactly how much it contributes to revenues and growth, and develop strategies to manage it better.
Looking at the strongest brands in the BrandZ...