Dynamic Brands

Well-developed brands are a valuable asset for companies. Leading brands generate returns for their owners that are disproportionately greater than the relative sizes of competitive businesses. And future growth will to a large extent be driven by consumer knowledge, consumer-company relationships and other intangibles - elements that are anchored in the brand. In this book, Lars Finskud provides a framework to help companies and executives understand the crucial role brands have to play in the future. If companies are to create real value and enduring competitive advantage from their brands, then it is vital that they integrate branding into the overall company strategy, rather than treat it as a marketing-only exercise. Based on work with blue-chip companies, the author provides guidance on creating such "dynamic brands" that requires managers to apply a different mindset, use different information and develop different long-term perspectives.
 
Well-developed brands are a valuable asset for companies. Leading brands generate returns for their owners that are disproportionately greater than the relative sizes of competitive businesses. And future growth will to a large extent be driven by consumer knowledge, consumer-company relationships and other intangibles - elements that are anchored in the brand. In this book, Lars Finskud provides a framework to help companies and executives understand the crucial role brands have to play in the future. If companies are to create real value and enduring competitive advantage from their brands, then it is vital that they integrate branding into the overall company strategy, rather than treat it as a marketing-only exercise. Based on work with blue-chip companies, the author provides guidance on creating such "dynamic brands" that requires managers to apply a different mindset, use different information and develop different long-term perspectives.