Brands don’t ‘work’ – surely it’s just about spending money to make products look good?

A brand is the sum of the tangible and intangible benefits provided by a product or service and encompasses the entire customer experience. Brands are thus pivotal to the relationship between companies and their customers.

A successful brand has both a unique point of differentiation from the competition, and values that the customer segment really wants. This added value allows the company to add profit to the bottom line and, ultimately, increase shareholder value.