Episode description
Up to 50% of business value comes from brand. Plus, strong brands tend to outperform the stock market, justify higher prices, and drive customer loyalty. So why is brand building often seen as nothing more than an extra cost?In this episode, Elena, Angela, and Rob dig into the real value of brand. They explore how to measure brand's impact, creative best practices for building brand, and which channels are most effective for brand building. Plus, hosts test their knowledge with a quick quiz on the world's most valuable brands.
Topics covered:
[01:00] Kantar research on brand's impact on business value
[02:00] Brand Finance's Global 500 report highlights
[08:30] Brief history of branding from ancient Egypt to today
[12:00] How brand improves pricing power and reduces marketing costs
[15:45] Brand's impact on perceived product quality
[18:00] Creative best practices for building differentiated brands
[19:25] Why TV and audio are so powerful for brand building
[22:10] Methods for measuring brand value and impact
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Resources:
Kantar Brand Valuation Article: https://www.kantar.com/inspiration/brands/brand-valuation-from-marketing-metric-to-boardroom-essential
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