Brand identity - the long-term financial value

From: Building Brand Identity

Most great brands create a culture where consumers either recognize themselves or aspire to belong. For Ben & Jerry’s, that culture is a delicious rebellion. For Nike, it’s personal physical excellence. For Harley Davidson, it’s freedom and adventure.

It takes a rare talent to define the essence of a brand’s identity and then distill that identity into materials and actions that move consumers to trial. Ushering them from trial to preference and finally to loyalty is central to our philosophy of Asset-Driven Branding.

Brand leaders recognize the long-term financial value of building and shepherding a unique upmarket brand identity. Articulating that identity and incorporating the right drivers to maximize its impact on your target audience builds lasting brand equity and a strong bottom line.