» » Ideas: What’s in Brand? Maybe Half of Your Company’s Financial Worth

Ideas: What’s in Brand? Maybe Half of Your Company’s Financial Worth

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When leaders of emerging and grass-roots business hear the word “branding,” many perceive it as a fancy way to express creating a logo and putting it on things.
 

 
At the same time, the ones who understand branding more holistically as the establishment and definition of a product’s identity – including character traits and personality – often have trouble understanding how effective branding can affect their bottom lines.

It turns out it means a lot … one of leading branding experts says so.

David Aaker, Ph.D. – who is hailed around the world as the “Father of Modern Branding” and is the other of 16 highly-acclaimed industry books – says that a company’s brand equity, or value, can equal anywhere from 10 percent to 60 percent of a company’s financial value.

“Even 10 percent of the value of a business will usually represent an asset worth building and protecting,” Aaker writes in an essay on the Linkedin social platform. “And when it’s higher, the need to protect the brand-building budget becomes more compelling.”

Aaker’s informative essay can be read by clicking here.
 

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