Managing Brands for Value Creation

To find out, Booz Allen Hamilton and the brand consulting firm Wolff Olins surveyed marketing executives across Europe and discovered that over 90 percent of companies believe their brand is a key element of their success — twice as many as five years ago. Yet less than 20 percent put the management of their brand at the heart of their business systems and capabilities.

In the study "Managing Brands for Value Creation," Booz Allen and Wolff Olins have identified 10 key areas where successful brand-guided companies excel. A company that focuses on these key areas can become brand-guided and make a significant difference to the bottom line.