It pays to realise your full brand potential

Think about this statistic. On a purely financial basis, brand value represents 50 per cent of total enterprise value (over US$70 trillion) around the world, according to 2016 research by BrandFinance. Yet, time and again, too many organisations and their leaders fail to do the deliberate hard work necessary to realise their potential across the four brand value dimensions:

Instead, impatience - and even a wilful disregard for supporting the agility and perseverance required to test and refine brand-building ideas - often short-circuits promising efforts.

Consider these examples of how Asian companies are enhancing their value across the four brand dimensions.