This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we're exploring the power of brand. Is it just marketing fluff, or a crucial business asset? We'll look at how to build, measure, and leverage your brand for tangible business results.
—Elena
Strong brands can make up 50% of business value.
Kantar's BrandZ data shows brands contributes significantly to overall business value, sometimes exceeding 50%. This highlights why brand building should be a boardroom priority, not just a marketing expense.
Why Brand Matters More Than You Think
Brand value goes beyond just logos and slogans. Here's why it's crucial for your business:
- Pricing power. Consumers are willing to pay up to 38% more for brands they see as meaningfully different.
- Lower marketing costs. Having a strong brand can reduce your cost per thousand impressions (CPM) across marketing channels.
- Perceived quality. Customers use brand as a primary filter to assess product quality, before even considering features or price.
- Financial performance. Top brands consistently outperform the stock market and show resilience during economic downturns.
Building a strong brand requires more than just awareness. Focus on creating meaningful differentiation and ensure your brand story connects directly to your product's unique value.
"Brand Valuation: From Marketing Metric to Boardroom Essential"
This article by Kantar explores how brand valuation aids in decision-making and business growth. It's a valuable read for marketers looking to prove the ROI of brand investments.
The value of investing in your brand.
"Your brand is the single most important investment you can make in your business."
—Steve Forbes
