Brand Power - Definition
Brand Power" is our emerging core theme, driving the brand's market performance, and its contribution to the overall business value. It particularly matters to us because:
- It captures the customer and business value drivers that effect brand
- It articulates the ability to compete in the market and drive financial results
- Smaller companies can have high power even though they may have lower value, and vice versa
- You can do something about brand power as it is closely linked to marketing actions
- It is differentiated from our competitors, thought leading and more newsworthy
"Brand Power" has two dimensions
1. Strength to compete - to engage customers and convert into profitable sales
2. Sustainability in future - to sustain this strength in future and reducing business risk
