""Why is a strong brand important?" one might say that it creates customer preference, lifts sales, or even makes the sales force's job easier. But the most important answer to this question is that a brand commands a higher price. And the stronger the brand, the higher the price....Now consider the seemingly naive question, "What's the value of a higher price?" The answer is higher profits for the company that markets the brand.Profit is the reason companies are in business - not sales, not revenues, not growth, but profit. And one thing trumps all others in the business mix when it comes to profitability: the pricing integrity of the brand....Nothing can improve a company's bottom line better than protecting and enhancing its ability to command a higher price. This means that revenues are not the key metric of your firm's success; profits are. Profit is driven mostly by price. Price is driven mostly by brand perception. This makes brand building an activity central to the success of every professional firm....Sadly, growth for the sake of growth has become enshrined as the goal of business. Wall Street wants its growth projections, and any company that is not consistently increasing market share is seen as an investment risk."
Isto não é unânime, alguns empresários torcem o nariz a esta argumentação.
Trechos retirados de "Positioning for Professionals - How Professional Knowledge Firms Can Differentiate Their Way to Success" de Tim Williams.
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