The Executive's Guide to Branding - Emory Marketing Institute
The Executive's Guide to Branding - Emory Marketing Institute
The Executive's Guide to Branding - Emory Marketing Institute
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Upcoming Special Event<br />
Brand Valuation in Focus<br />
Discover leading edge insights on firms’ most prominent assets<br />
Join us for the ZIBS Workshop on Brand Valuation<br />
June 23rd and 24th, 2005<br />
Methodologies: Interbrand, Millward Brown, VivaldiPartners, Deloitte, & GfK<br />
Workout sessions: Rajendra Srivastava, Shehzad Mian, Jan Bar<strong>to</strong>n, Bob Leone, and more...<br />
Registration $995<br />
Details: www.zibs.com/workshop<br />
<strong>The</strong> Executive’s <strong>Guide</strong> <strong>to</strong> <strong>Branding</strong><br />
Everything must have a value proposition. This is<br />
especially true for evaluating the use of business practices,<br />
such as branding. What exactly is the value proposition of<br />
branding? What are the benefits of branding? How does branding<br />
affect risk and return in corporate performance? Let’s explore this<br />
<strong>to</strong>pic with the <strong>to</strong>p 10 burning questions about branding.<br />
This manuscript is based on a seminal article titled “Market-based Assets and<br />
Shareholder Value: A Framework for Analysis” published in the Journal of<br />
<strong>Marketing</strong> by Rajendra Srivastava (Executive Direc<strong>to</strong>r, Zyman <strong>Institute</strong> of Brand<br />
Science), Tassaduq Shervani and Liam Fahey in January 1998. This article received<br />
the Maynard and Paul Root/MSI Awards for contributions <strong>to</strong> both the theory and<br />
practice of marketing—the only manuscript <strong>to</strong> receive both awards simultaneously.<br />
Interested readers are referred <strong>to</strong> the original article for greater details.<br />
<strong>The</strong> <strong>to</strong>p 10 questions executives want <strong>to</strong> know:<br />
10. What are brands anyway?<br />
9. Why bother with branding?<br />
8. Do strong brands lower cus<strong>to</strong>mer churn?<br />
7. Do strong brands manage cus<strong>to</strong>mer selection?<br />
6. Do strong brands engender greater loyalty when the purchase<br />
decision is perceived as high risk?<br />
5. Do strong brands lead <strong>to</strong> lower information costs in the purchase<br />
process?<br />
Zyman <strong>Institute</strong> of Brand Science – Perspectives 2