BRANDS AS GROWTH & INVESTMENT ENGINE FOR SUSTAINABILITY
(Vienna, April 26, 2020)
“ In an increasingly digital economy, the future depends on intellectual property and especially on many strong and valuable brands”, stated Gerhard Hrebicek, President European Brand Institute on the occasion of World IP Day, which is celebrated every April 26, and advocates the creation of a World BRAND Day, as “intangible assets are recognized as highly valuable goods in economic activities. Brands are probably the most valuable and still the least understood intangible assets, creating economic value and sustainability”.
Gerhard Hrebicek, President European Brand Institute
The importance of brands increases among consumers as well as among shareholders, investors, managers and employees of enterprises. Within the framework of responsible corporate management and a transparent pursuit of corporate development in the sense of good corporate governance, corporate strategies, brands as well as their influencing factors play a significant role. As an intangible asset, the value of brands will become one of the most important indicators of relevance to the balance sheet and a tool for financial investments. The ability to measure and grow the contribution of brands has emerged as a critical issue for investors, CEOs, CFOs, entrepreneurs and an opportunity for CBOs (Chief Brand Officers) and CMOs (Chief Marketing Officers). Precisely for this reason, there is a need to valuate brands reliably.
HOW BRANDS CREATE VALUE?
A brand is not just a logo or a trademark but an identity that distinguishes a business and its products in the marketplace and from the competition. It is the public face of a company or region and/or its products and services and a collection of perceptions, including its people, assets, products, services and conduct. A company’s or region ́s brand makes it recognizable to the world and creates a lasting and therefore valuable impression on the customer’s mind.