A brand plays a two-fold role:

1. It adds value to the customer in the form of tangible (reduction of search costs) as well as intangible (emotional) benefits.

2. It adds value to the business by increasing profit and value through higher margins, higher sales or both.

Does a brand defy rationality? Not necessarily. Rather, a brand adds value at the level of feelings, in a way that is not captured by a pure cost/benefits analysis. It creates market imperfections by allowing the product to become incomparable and escape mass-commoditisation. Seen from this perspective, a strong brand represents indeed the ultimate competitive advantage.

All we ask is an hour of your time and we will show you how to make the most of your brand. Best of all this service is free.

Test your brand IQ and send the results to: mybrief@panaceamarketing.co.uk

Contact us today or go to the myBrief page and follow the on screen instructions.

We don't bite but we do go on the attack.