Brand Finance

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Brand Architecture 101: Value Based Management.

Published on 07.08.2019

  • Can logo and visual identity alignment really deliver business connectivity and a value generating experiences for customer that builds demand, NPS and revenues?
  • Can a tidy up of logos really breakdown internal silos and deliver improved business integration, strategic coherence and competitive advantage?
  • Can a review of logos and identity alone reveal the business value building opportunities (and value at risk) in an organisation’s brand architecture – current or proposed?
  • Ultimately, can a review of logos and identity really asses and set a strategic course for building branded business value for an organisation from Brand Architecture?

Brand Architecture: ‘The organization and structure of a company’s brand relationships that define and order the roles and relationships that connect them to both organizational values, business strategy and the generation of brand and business value.’

Paul Morris, Strategy Director, Brand Finance

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