The brand code: Blueprinting business
Lately we have seen an increasing awareness of the power and value of brands. According to Interbrand, this year, the total value of all 100 Best Global Brands is about USD $1.5 trillion, which is an 8.4% record increase over last year. Apple alone, as the world's most valuable brand and business, is worth about USD $ 120k million.Yet, there is considerable debate on what constitutes a brand. Brands are much exploited, but still too little explored. A clear statement as to the nature of a brand and how the idea of ‘the brand’ has developed is crucial, both for the valuation of a brand as an asset on the balance sheet and for positioning the brand strategically. We should crack the brand code to fully apply its power!
Read all about it here.