iconannual 2015 - The European Business and Investment Magazine

European Brand Institute
BRANDS
ARE MORE
VALUABLE
THAN EVER!
Why brand value is more important than ever.
Brands have the potential to create incredible value
for companies and corporations. "People buy
brands, not products" – this sentence is valid
especially in the global communication society.
No brand – no differentiation, no long-term profitability.
People don’t have relationships with products,
they are loyal to brands.
It’s not a secret that the brand is much more important
than the product itself. Brands can live forever
and definitely much longer than products. Brands can
inspire people to join a community, to follow an idea,
or also motivate people to change the world. Products
can’t do that, they are only one dimensional, which is
not enough in out today´s global communication society.
Therefore many efforts should be
placed on the right brand management.
The world has come online and there are many new
markets and a growing middle class in countries like
India, China, Brazil, Russia, South Africa, Nigeria, Indonesia
and in many more places. These consumers
buy brands. The best brands today are based on a strong
idea. When creating a new brand there are fewer >>
104 iconannual The European Business and Investment Magazine