5unequivocal truths of

brandingThe effects of well-managed brands on your business

introduction

A well-managed brand derives from a product or service delivery truth.

Each following point is an unequivocal truth of well-managed brands.

1 Well-managed brands are resource multipliers. 

commands premium pricing

increases productivity and loyalty

reduces cost of entry

sustains differentiation

Thewell-managed

brand{

A well-managed brand…Command premium pricingImprove supplier/channel terms

A well-managed brand…Lower staff turnoverIncrease productivity and loyalty

General & Administrative

A well-managed brand…

Golf shoes w/ TW endorsement – clothes, apparel – balls, irons, woods

Reduce cost of entryinto new categories

A well-managed brand…Sustain differentiationOvercome commoditization

2 Well-managed brands positively affect business performance.

3The effects on the brand,and the effects of the brand

should be key inputs to business decisions.

4Well managed brands contribute to business success.

a key part of business strategy

a reflection to company culture

relevant to customer needs

differentiated from competition

planned and executed holistically &

consistently

regularly assessed and measured

Well-managedbrands are}

5The well-managed brand starts with the CEO.

Thank you!

Please contact:Aaron Everhartaaron.everhart@landor.com