Brand Building & Media Prominence

KenRadio, March 20, 2009 — While debates may rage over exactly how to assess the value of brands, virtually everyone agrees that brands represent real and significant financial value to their owners. Managing a brand therefore requires careful and strategic investment and stewardship. But what are the drivers of brand value? Product quality, customer services, and in particular advertising, are some of drivers most commonly cited and studied. Until now, however, there has been relatively little research into the contribution of public relations to brand value. In a new study by Interbrand analyzed the positioning between a brand’s media prominence, and brand value across the world’s 100 most valuable brands.