Branding - unleashing the true value

7
e
TANGIBLE
nefits
7. BRAND EQUITY & LEGACY—Delivers the
commercial value that derives from consumer
perception and reputation of the brand name of a
particular product or service, rather than from the
product or service itself.
Kasper Ulf Nielsen, an executive partner at the
Reputation Institute, said, “People’s willingness to buy,
recommend, work for, and invest in a company is driven
60% by their perceptions of the company and only 40%
by their perceptions of their products.”