.... When managed strategically and used as a structure to anticipate future business and brand needs, concerns, and issues, brand architecture can be the critical link to business strategy and the means to optimize growth and brand value. © MCB UP Limited 2002 Brand awareness Brand valuation...

... the intangibles of brands to hard financial metrics allows companies to exploit the full potential of their brands and thereby gain a competitive advantage. © MCB UP Limited 2002 Brand valuation Growth Portfolio planning Brand image Brand identity Brand names Brand portfolio management...