Cognion

Pensamentos de um engenheiro, administrador, corredor de rua e leitor voraz

Lessons learned from Brand Asset Management

ImagemImagem 

  • Brands have a hard value […], which can be appraised and have a financial worth assigned to it.
  • If managed well and invested in consistently, […] brand should be able to charge a price premium relative to close competitors.
  • Image and perception help drive value; without an image there is no perception.
  • […] brand should be looked at as a long-term asset, but also as a vehicle for driving earnings on a regular basis.
  • Long-term perspectives will only help to drive that value; anything done for short-term reasons will probably only denigrate the value of the brand.
  • The brand has to be managed by its owners (such as senior management) or decisions may be sub-optimized. […].

Successful brands provide a platform for future products and allow entry into related areas. They provide the fuel to reinvest in the brand or invest in complementary areas.

Anúncios

Deixe uma Resposta

Preencha os seus detalhes abaixo ou clique num ícone para iniciar sessão:

Logótipo da WordPress.com

Está a comentar usando a sua conta WordPress.com Terminar Sessão / Alterar )

Imagem do Twitter

Está a comentar usando a sua conta Twitter Terminar Sessão / Alterar )

Facebook photo

Está a comentar usando a sua conta Facebook Terminar Sessão / Alterar )

Google+ photo

Está a comentar usando a sua conta Google+ Terminar Sessão / Alterar )

Connecting to %s

Information

This entry was posted on Agosto 10, 2013 by in Uncategorized.

Navegação

%d bloggers like this: