What is a brand - Martin Roll Company
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A strong brand drives shareholder value, is integrated throughout the entire organization, and can be treated as a valuable asset. Customers are willing to pay more for strong brands and feel loyal to them. A brand represents the logo, name, and trademarks that a company fiercely protects.
What is a brand - Martin Roll Company
- 1. What is a brand? Martin Roll Company Martin Roll roll@venturerepublic.com www.martinroll.com
- 2. Characteristics of a strong brand 1 A brand drives shareholder value The brand is led by the boardroom and managed by brand marketers The brand is a fully integrated part of the entire organization, aligned around multiple touch points The brand can be valued in financial terms and should be treated as an asset in the balance sheet The brand can be used as collateral for financial loans and can be bought and sold as assets 息 Martin Roll Company 2012 All rights reserved - www.martinroll.com
- 3. Characteristics of a strong brand 2 Customers are willing to pay a substantial and consistent price premium for the brand Customers associate themselves strongly with the brand, its attributes, values and personality Customers fully buy into the concept which is often characterized by emotional and intangible relationships Customers are loyal to the brand and would actively seek it and buy it despite other cheaper options A brand is a trademark and marquee (logo, shape etc) which is fiercely and proactively protected by the company 息 Martin Roll Company 2012 All rights reserved - www.martinroll.com
- 4. www.martinroll.com 息 Martin Roll Company 2012 All rights reserved - www.martinroll.com
- 5. Martin Roll Martin Roll delivers the combined value of an experienced international strategist and a senior advisor to corporate boards and top-management teams of Fortune 500 companies Martin Roll facilitates business leaders and organizations to think bold for future strategies. By focusing on building iconic businesses and brands, Martin Roll advises boardrooms on how to create sustainable competitive advantage and enhance shareholder value Martin Roll brings more than 20 years of management experience from the international advertising and branding industry Weekly columist at Forbes + several global media 息 Martin Roll Company 2012 All rights reserved - www.martinroll.com
- 6. Martin Roll Martin Roll is a frequent guest lecturer at Nanyang Business School, INSEAD, CEIBS and many other leading global business schools Martin Roll is the author of the international bestseller Asian Brand Strategy, a compelling book of frameworks for Asian branding (Best Global Business Books by Strategy+Business magazine) His next books (2013) looks at the role and responsibilities of the CMO, and on value creation through branding and how this guides leadership and performance at CEO and boardroom level MBA from INSEAD 息 Martin Roll Company 2012 All rights reserved - www.martinroll.com
- 7. Contact details Martin Roll Company Level 21, Centennial Tower 3 Temasek Avenue Singapore 039190 Phone: +65 65 49 71 41 Fax: +65 65 49 70 01 Mobile: +65 91 26 35 04 roll@venturerepublic.com www.martinroll.com 息 Martin Roll Company 2012 All rights reserved - www.martinroll.com