Google, Apple, Nike, Louis Vuitton…just a few of the names on any list of top global brands.
These companies demonstrate without question that a brand can drive tangible financial impact and increase value for employees, customers, and shareholders.
Of course, the inverse is also true: poorly crafted brand-building efforts can waste precious dollars from marketing budgets already stretched thin...
https://www.bcg.com/publications/2011/marketing-sales-demand-centric-growth-brand-transformation
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