January 01, 2006
In CFO magazine today, Strategic Hotels & Resorts’ branding exercise is covered brieﬂy. And there’s a growing awareness of brands, even in the ﬁnancial community.
The journalist had a limited space to write what he could, so while the view is simplistic. You could say reputation is less an antecedent of branding than a consequence of it, or you could say it is part of the entire process, which includes business performance. But it does hint that there is far, far more to a company’s valuation than what the ﬁnancial community traditionally focuses on. Brands are more than goodwill.
The last paragraph brings that point home well:
But branding can backﬁre if the message doesn't match reality.
Pity the rest of the paragraph, with a quotation, falls a bit ﬂat, and takes it all back into twentieth-century corporate comfort. To the guys who took the ﬁnance class at uni rather than marketing: we can work together to develop a better model. permalink
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