What is a brand - Martin Roll Company

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The primary objective of boardrooms is to build and sustain shareholder value, and deliver competitive returns to shareholders. One of the most effective ways to achieve this is to build brands with strong brand equity. Brand equity is the reputational asset that any successful business builds in the minds of customers and other stakeholders. Strong brand equity is also one of the main reasons why the market capitalization of a company often exceeds its book value. The strength of the brand equity can therefore be an indication of future financial performance.

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What is a brand - Martin Roll Company

  1. 1. What is a brand? Martin Roll Company Martin Roll roll@venturerepublic.com www.martinroll.com
  2. 2. Characteristics of a strong brand 1• A brand drives shareholder value• The brand is led by the boardroom and managed by brand marketers• The brand is a fully integrated part of the entire organization, aligned around multiple touch points• The brand can be valued in financial terms and should be treated as an asset in the balance sheet• The brand can be used as collateral for financial loans and can be bought and sold as assets © Martin Roll Company 2012 – All rights reserved - www.martinroll.com
  3. 3. Characteristics of a strong brand 2• Customers are willing to pay a substantial and consistent price premium for the brand• Customers associate themselves strongly with the brand, its attributes, values and personality• Customers fully buy into the concept which is often characterized by emotional and intangible relationships• Customers are loyal to the brand and would actively seek it and buy it despite other cheaper options• A brand is a trademark and marquee (logo, shape etc) which is fiercely and proactively protected by the company © Martin Roll Company 2012 – All rights reserved - www.martinroll.com
  4. 4. www.martinroll.com © Martin Roll Company 2012 – All rights reserved - www.martinroll.com
  5. 5. Martin Roll• Martin Roll delivers the combined value of an experienced international strategist and a senior advisor to corporate boards and top-management teams of Fortune 500 companies• Martin Roll facilitates business leaders and organizations to think bold for future strategies. By focusing on building iconic businesses and brands, Martin Roll advises boardrooms on how to create sustainable competitive advantage and enhance shareholder value• Martin Roll brings more than 20 years of management experience from the international advertising and branding industry• Weekly columist at Forbes + several global media © Martin Roll Company 2012 – All rights reserved - www.martinroll.com
  6. 6. Martin Roll• Martin Roll is a frequent guest lecturer at Nanyang Business School, INSEAD, CEIBS and many other leading global business schools• Martin Roll is the author of the international bestseller Asian Brand Strategy, a compelling book of frameworks for Asian branding (“Best Global Business Books” by Strategy+Business magazine)• His next books (2013) looks at the role and responsibilities of the CMO, and on value creation through branding and how this guides leadership and performance at CEO and boardroom level• MBA from INSEAD © Martin Roll Company 2012 – All rights reserved - www.martinroll.com
  7. 7. Contact detailsMartin Roll CompanyLevel 21, Centennial Tower3 Temasek AvenueSingapore 039190Phone: +65 65 49 71 41Fax: +65 65 49 70 01Mobile: +65 91 26 35 04roll@venturerepublic.com www.martinroll.com © Martin Roll Company 2012 – All rights reserved - www.martinroll.com

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