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

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