With the nations consumers facing this generation's most challenging economic hurdles (although one or two of hedge fund friends believe this is a great buying opportunity) this is a good time to reflect on the importance of brand.
Brand isn't just a logo or a tagline. Duh. But way too many companies of all sizes neglect to appreciate that the brand image is what keeps the blood flowing. Brand value in the corporate financial sense is defined as a combination confidence, integrity, reliability, and satisfaction.
Confidence in doing business with you. This includes members of the senior management, vendors, distributors, employees, (for many, this also includes regulators), and of course customers, consumers and clients.
Integrity in the manner by which you conduct your business, including the manner by which you manufacture goods.
Reliability in good times and bad. You can be counted on to share the burden, and the wealth.
Satisfaction provided by the receiver in the delivery of your product/service.
Keeping the brand intact, regardless of which way the wind blows, comes from within.
Courtesy of Jay Berkman at The JLC Group
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