How can companies drive brand asset value?


According to the American Marketing Association, a brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Therefore, a brand is an investment and in order to leverage, promote and protect it, the brand assets that represent the brand need to be available to the right people at the right time.

Through implementing a Brand Centre® solution users can get easy access to ensure they are representing the brand in a consistent, clear manner, driving brand asset value. How can brand asset value grow with a brand asset management system?

Brand Asset Management (BAM) is a process of carefully managing a firms most valuable assets in order to maximise brand value and draw consumers in. There are many elements that make up a brand such as the logo, slogan, photography, videos, audio, distinctive fonts and colour palette’s. All of these elements are commonly known as the brand assets. Brand asset value is determined if the audience can recognise the elements and be able to associate it with the brand. Therefore, it is essential that all assets are strongly linked to a single brand as this is a vital part of brand equity. In order for a brand to survive and succeed it is essential for the brand to be distinctive. Although a brand’s unique selling points and functional differences sets them apart from others, it has been debated that other elements are just as important. Building and managing brand assets increases value and can helps to maintain a brands consistency.

What is the single ‘community’ for brand assets? BAM System is the answer. A BAM system provides the opportunity for brands to centralise their brands assets and marketing materials. This gives companies the opportunity to be on-brand as everyone responsible for building your brand always has the most accurate and up-to-date materials to hand. This in turn enhances a consistent and robust brand image.