It is sometimes necessary to convince a skeptical audience of the value of brands. (When doing this it helps to have a very clear understanding of what you mean by 'brand', covered in our brand definition article.)

Strong brands are valuable because they change behavior. For example, customers may buy more frequently, be willing to pay more or even recommend the brand to friends. Customers do this because the brand delivers more value back to them too. In my brand manual I call this the brand 'value exchange'.

But how to communicate this value to a skeptical audience?

The chart below helps to illustrate and summarize the power of a strong brand, and its ability increase long-term revenues.