Linking Meaningful Difference to Financial Outcomes
The only reason to develop a brand is if the profit attributable to selling the branded good is higher than the profit that can be made by selling an equivalent non-branded good. Brands create that extra value by influencing the decisions of key stakeholders, not the least of whom is the end customer or consumer. By generating and securing additional consumer demand for the product and reducing the risk associated with future earnings, brands can have a powerful influence on revenue growth and the bottom line.
KeywordsMarket Share Brand Equity Price Premium Price Promotion Strong Brand
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- 1.Analysis conducted by Peter Field and Les Binet using the IPA Effectiveness Awards, by Nielsen Analytic Consulting using consumer packaged goods data, and by Millward Brown Mexico using client-supplied sales data; Les Binet and Peter Field, Marketing in the Era of Accountability. (London: Warc, 2007); Peter Field, “Account Planners Need to Care More About Share of Voice.” Admap, September 2009, Issue 508.Google Scholar