Much of the value of a business can reside in its brand. Apple has been valued at US$2.8 trillion. Estimates suggest that US$300 billion of this valuation resides with the Apple brand. Branding is essential if an organisation is to maximise performance. Effective branding directly impacts conversions, average sales, margins, repeat business rates and referral […]

Much of the value of a business can reside in its brand. Apple has been valued at US$2.8 trillion. Estimates suggest that US$300 billion of this valuation resides with the Apple brand. Branding is essential if an organisation is to maximise performance. Effective branding directly impacts conversions, average sales, margins, repeat business rates and referral rates and minimise marketing costs – especially in terms of reducing the need for advertising and promotion more generally. Following are the first five tips for effective branding. To maximise customer lifetime value – create a strong brand. Brands and branding are approaching a crossroads. This will be discussed in greater depth in a later post. However, there is growing evidence to suggest that brands, as we know them, will be less valuable in 10 years than they are today. That said, great brands will almost certainly continue to prosper, and, until that time, branding…