What price a strong brand?

Peter Walshe

This article discusses the value of developing strong brands. The strength of a brand's relationship with consumers can be shown in two dimensions: presence (how many know about the brand) and voltage (a measure of how efficiently a brand converts to higher levels of loyalty).

What price a strong brand?

Peter WalsheMillward Brown

A trusted brand is a treasured asset, prized by its owners and envied by its competitors. Companies are bought and sold for vast sums of money, above and beyond the value of factories, patents and processes, on the strength of their brands. But when one company pays a premium to acquire a stable of brands from another, what is it really paying for? What proof do we have that strong brands really provide a financial benefit to shareholders and brand owners?

Brands are valuable to companies because they are valuable to...

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