The ultimate goal of business leadership is to efficiently build equity
in the company. Yet the corporate brand, an asset that improves equity and
increases efficiencies when managed properly, is often absent from the business
leaders’ agenda. Maybe it’s because making the jump from a collection of
words and colors to a truly great brand has always been viewed as something
of a mystical endeavor, but there are tools available to help make this process
easier and more accountable.
As a consumer, you look through this book and see a collection of great brands,
but as a business decision maker you must see a collection of valuable assets
that have been leveraged actively and consistently. By clarifying the role
of the corporate brand, and explaining how the brand creates value in terms
of both cash flow and stock performance, companies can transform their brand
into a valuable financial asset.
