The power of brand equity

My friend Bill Neal, Founder of SDR Consulting, recently coauthored a book with Ron Strauss, founder of Brandzone LLC, titled Value Creation: The Power of Brand Equity. In a recent note announcing the publication of the book, Bill says:

“With this book we have tried to accomplish three key objectives:

1. Define brand equity in a new and totally measurable way and demonstrate how brand equity is the key driver of total brand value. We provide a detailed measurement model of brand value and brand equity. Then we show how to use the Brand Value Model to focus management actions that can dramatically increase the asset value of the firm.
2. We argue that by orienting corporate leadership to focus on building the asset value of their brands, they establish a new framework for allocating resources in the most efficient manner possible for building corporate asset value and stockholder returns.
3. We demonstrate how “brand” and the values it stands for can and should become the main organizing principle for the firm. We call it Values Driven Management. We believe that Values Driven Management is a critical concept that will enable leaders and managers to compete effectively and profitably in the emerging knowledge-based environment of the 21st century.”

Value Creation: The Power of Brand Equity is a valuable resource for executives and stakeholders who want to better understand and manage their firm’s brands. You can get more information on the book, including the Introduction, Chapter 1, and a synopsis of all the chapters at www.newvaluecreation.com.