In these times of stimulus and information overload, brands have a crucial role to play. A brand is far more than a logo: it builds customer confidence and trust. A company’s brand is its most valuable asset: it is a promise to the consumer that builds confidence and makes the company stand out against its competitors.
To build a brand, companies need to analyse customer experience in all aspects of the customer journey. Gaining a deep understanding is crucial for identifying unique brand associations that appeal to consumer.
Measuring brand value and how a brand contributes to the company’s success is a challenge. The CEO of a European car manufacturer expressed how important the monetary brand value is to his company: