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B2B Branding: Financial Burden for Shareholders Case Solution & Answer

Branding is an effective tool for generating wealth for shareholders of companies that operate in a business to business environment? Or is that other factors such as innovation and manufacturing efficiency or lack thereof-create or destroy shareholder wealth? Based on a review of nearly 1,700 listed companies, whether U.S. or European exchanges, this study highlights the crucial relationship could be described as a W-shaped curve with five different phases, depending on the position of strategic brand image of the company. Used strategically (B2B) branding business-to-business with the balanced business typically provide a return to shareholders, which is 5% to 7% higher. It is therefore essential that senior leaders, including the Board of Directors to evaluate and control the position of the image of your company’s brand strategy and brand investments are performing against its key competitors systematically. This study reveals that shareholders should insist on systematic feedback on the performance of the company to all the key points of the balance sheet – including the brand. As described here, very few companies analyzed had an optimal balance between brand and financial performance.
by
Lars Ohnemus
Source: Business Horizons
8 pages.
Date Posted: March 15, 2009. Prod #: BH319-PDF-ENG
B2B Branding: A financial burden for shareholders? Case Solution

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