The value of a brand

This fragment of an interesting conversation on brand and corporate image held between two of the most prestigious professionals on the field outlines the current importance of having a good brand and image. (By Pedro Méndez Elizalde for

Guillermo D'Aiello (Professor of Corporate Image in the Austral University and director of D'Aiello Imagen):

Behind any good product there must be a good brand...

Paul Capriotti (PhD in Information Sciences, Autonomous University of Barcelona, Manager of Epson's communications in Spain and consultant in communication and Corporate Image):

If you wish, it is possible to exchange the concepts: behind any good communication, any good brand, there must be a good product. 50 years ago, many people were manipulable. Today the consumers know more,they are better informed. Precisely because of that, today’s products have to be coherent with communication and communication has to be coherent with the products, if this is not so, it doesn’t last. People look for facts. Nowadays one does not speak about attributes of the product but about the brand. By verifying this a company can extend its field of action.

Market of brands
The estimated value of some brands supposes up to 70 % of a company’s stock exchange value.
725 Coca-Cola
702 Microsoft
483 Procter&Gamble
(Based on Forbes ranking for 2002. Hundreds of million dollars USA)
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