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.
As a brand strengthens the effect is to move the
price/demand curve to the right. At any given price,
demand is higher, and so is revenue.
As part of a presentation on the value of brands
this chart can help a skeptical audience 'get-it'.
It will help you move the discussion on, towards
how to build your brand.
