Brand Strategy Innovation Roundtable, Session 1: What is a Brand: Defining & Understanding Brand and its Value

​Session 1 will clear up misconceptions about what a brand is and is not and what constitutes a brand. We will explore the difference between brand value and brand equity, introduce the concept of brand intangibles, and cover the wide-ranging benefits of a strong brand 

​Discussion:
• What a brand is not.
• What a brand is – a strategy, a construct, perceptions,
• What makes up a brand – experiences
• The benefits of a strong brand.

​Open Q&A

​Discussion:• Brand value vs. brand equity.
• What are brand intangibles?
• The challenges of measurement
• The financial value of a strong brand.
• Supporting data.
• The impact on the cost of capital, negotiating leverage, and transaction multiples

​Q&A
• How have you considered your brand?
• How are you building your brand?
• Have you taken time to consider your brand as an asset to be leveraged?