Perceived brand value is highly subjective for individuals. Consumers decide the value of a product or service with your brand. Paying $6 dollars vs 90 cents for a cup of coffee exemplifies this. Advertising is to communicate that value to your target consumers and convince them that it is worth it.
I am forced to assess my own brand value and take a good look at myself recently. A 'man in the mirror' moment. Drawing up various value assessment list for myself. It also leads to me think how brands are measured? By ratings, sales or profits? A popular convenient store brand recently advertised its list of 'Most Wanted' brands. What is it based upon I wonder?
One way to measure brand value is by how much value it adds to its customers. Here are 5 brands I picked.
One way to measure brand value is by how much value it adds to its customers. Here are 5 brands I picked.
William J Bill Clinton Foundation (Social)
Operation Hope (Financial Literacy)
Al Gore (Environment)
Martin Luther King Jr (Human Rights)
Each of these brands touch on the lives of thousands and some up to millions of people.
They are not the Coca-Cola, IBM, Microsoft, GE and Nokia (Top 5 Global Brands 2009) we know of. These brands above may worth less in monetary value but I believed they exceed at providing intangible brand value.
What amazes me are the tribes that followed these brands. Their faith and belief in these brands are best spoken through their massive actions to ensure success and longevity in these brands. Case in point, Martin Luther King, Jr’s speech “I have a dream” has generated near to 8 million views on You-Tube today. It is first recorded nearly 50 years ago. Dr King’s movement paved the way for the first Black president in America today. Ideas that turn into a brand which became a movement, they eventually outlive the brand themselves. Tribes who follow movements are hardcore loyalists. They talk about the brand movement in the most passionate way and help spread ideas. That’s how they really grow in their intangible value.
They are not the Coca-Cola, IBM, Microsoft, GE and Nokia (Top 5 Global Brands 2009) we know of. These brands above may worth less in monetary value but I believed they exceed at providing intangible brand value.
What amazes me are the tribes that followed these brands. Their faith and belief in these brands are best spoken through their massive actions to ensure success and longevity in these brands. Case in point, Martin Luther King, Jr’s speech “I have a dream” has generated near to 8 million views on You-Tube today. It is first recorded nearly 50 years ago. Dr King’s movement paved the way for the first Black president in America today. Ideas that turn into a brand which became a movement, they eventually outlive the brand themselves. Tribes who follow movements are hardcore loyalists. They talk about the brand movement in the most passionate way and help spread ideas. That’s how they really grow in their intangible value.
I found that they have these three common traits.
1) Authenticity. Authentic brand always prevails. It is backed by something real and solid.
2) Passion. Passion will fire your work ethic. These brands show interests in others? They are light beacons of inspiration and passion to their brand facing followers.
3) Servant-leadership. Leadership branding that understands this; in order to lead, they need to serve others first. They understood that serving their tribes will only make them higher.
3) Servant-leadership. Leadership branding that understands this; in order to lead, they need to serve others first. They understood that serving their tribes will only make them higher.
Please leave your comments, if any.
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