FCC

The Value of a Brand

2024-07-30

Brand is an underleveraged asset in the world of construction, write UPASANA DUA, Executive Strategy Director, and RONITA MUKERJEE, Executive Client Director, Landor, a brand specialist.

Up to 33 per cent of enterprise value is attributed to the ‘brand’. However, many brands overlook or fail to unlock the full potential of their brand to drive business growth. Traditionally, businesses have thought of the brand as merely a logo and advertisements. But this perspective is rapidly changing. Brands today act as strategic platforms for action that inform and influence every aspect of a business – from design, communication and customer experience to organisational culture. Let’s examine some themes we have observed and what businesses can learn from them.