An organisation’s brand is one of its biggest assets. A strong brand permeates everything an organisation does and creates a consistent experience for the customer. However, despite widespread recognition of the power of brand, organisations are notoriously bad at managing it.
In order to drive real financial value from a brand the people responsible for managing that brand must be aware of and understand the main value drivers, and appreciate what result they will achieve from pulling each of the brand’s investment levers. How you manage your brand in the current economic climate could be the difference between suffering financial and market share losses, or emerging as the marketplace or category leader. We refer to the proactive management of brand value as Brand performance management.
Deloitte works with CEOs and CFOs to ensure that they maximise their brand value; and thus, grow their business while increasing their shareholder value. We draw on several strengths that differentiate us from the competition: