Protecting Power Brands

Abstract

The strategy had been right and the execution perfect; sufficient resources and time had also been committed and the result was a power brand, a unique asset whose profitability would generate funds sufficient not only to sustain the brand’s leadership position but also to support and finance other aspects of the business. The brand was number one in its sector, had a high level of awareness, an unequivocal and distinctive brand image, and it offered benefits and qualities readily understood and appreciated by a loyal consumer base. In short, a powerful brand franchise had been created, something of great value.