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It pays to realise your full brand potential

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.

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Emirates' success is not from clever marketing programmes and beguiling advertising. Rather, it has built trust over its corporate life through a conscientious investment in service excellence, product quality and commitment to follow through.

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

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