Download the Chapter 11 Summary on Long Live the Corporate Brand

Understanding the Resurgence in Corporate Brand-Building

The Case for Investing In Corporate Brand-Building

The corporate brand is often one of the most important strategic assets for an organization. The perks include:


Financial return


Risk mitigation during challenging times


Leverage to enter new categories and markets


Employees’ overall sense of pride

Companies that invest in building a strong corporate brand enjoy numerous benefits that can be heavily monitized. Chapter 11 of The Indispensable Brand details each benefit with examples, statistics, and anecdotal evidence, all supporting the notion that a corporate brand is a worthwhile investment.