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Digitaal maakt sterke merken urgenter, want ze converteren beter. Plus: merken zijn belangrijker dan de meeste organisaties denken. Ze bevatten gemiddeld 20% van de bedrijfswaarde. Bij veel consumentmerken is dat zelfs 50%. Sterke merken verkopen meer, maken meer winst en hebben een hogere betrokkenheid.*

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* "To do this analysis, I merged the data from the annual brand value league tables published by Brand Finance, Eurobrand, Interbrand and Millward Brown for the 6 years 2010 to 2015. These provided close to 3,000 observations for nearly 400 brands. After consolidating the brands from multi-brand companies like P&G, Unilever and Yum Brands, and after setting aside the brands belonging to private companies such as Mars, this left a total of just under 300 companies for which I could compare the brand value to their enterprise value.Based on these 300 companies, you would conclude that brand represents 20% of market value."
How much of enterprise value is brand? - Jonathan Knowles - 2017 

"For consumer and luxury brands, the value of the brand can surpass 50%. For example, the CFOs of Kraft Heinz and Miller Coors both valued their brands at over half of firm asset value, and they have adjusted their financial reporting to reflect this value on the balance sheet. (...) Brands affect share, velocity of sales and profit gains by: ● Increasing perceived value and reducing price sensitivity, which gives firms the ability to raise price without losing customers or drive additional volume with pricing actions. ● Building loyalty, which leads to greater customer lifetime value and more stable subscription revenues. ● Generating a higher market share of transactions, wallet or shelf, which increases, leading to higher sales and blocking out competitors. ● Boosting win rates on RFPs, competitive bids and proposals."
Proving the Value of the Brand The Forbes Marketing Accountability Initiative Powered By MASB - pagina 13 - 2019