A company’s brand is not to be taken for granted

Thursday, April 29, 2010

CFO World’s article and interview with Per Ehrenstråhle tells of how one’s brand assists in making a company successful.

On April 19 2010 CFO World wrote about companies’ most important asset, which is often taken for granted or forgotten. The article was on companies' brands.

Per Ehrenstråhle was interviewed about the importance of a brand and how it is founded on company values. For a company to be successful it is required that management leads the way. Bigger companies with strong brands such as Apple have a leader who is a "kind of nice dictator"; branding is one of those key issues which is not discussed but decided.

Research firm Milward Brown believes that there are four characteristics of a successful brand:

1. Good basic work
2. Positive experiences associated with the brand
3. A clearly defined brand
4. Strong leadership

The article goes on to say that there are no limits to how large a company needs to be in order for the brand to be important. It is the personal qualities and values of a company that are the brand.

Read the full article here (in Swedish)

Corporate Branding & Design

Other articles by Per Ehrenstråhle:

Seven Cs govern the company's brand