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Brand Performance Defined

Brands were historically developed as a business tool, with an eye toward creating sustainable competitive advantage and future profitability. The financial accounting community acknowledges the value of a brand in terms of intangibles – good will – on corporate financial statements and annual reports. Brand Performance is an approach to brands that recognizes the relationship between brand and business – specifically the values and processes that must be in place across both brand development and deployment to maximize a brand’s Desirability and Profitability and their amplification of each other.

This paper is a clear explanation of a powerful way to view brands and branding. Download SGK’s Brand Performance now.