http://www.identityworks.com/forum/identity-strategy/what-is-the-value-of-identity/ Just another WordPress weblog Thu, 17 May 2012 03:37:41 +0000 http://wordpress.org/?v=2.7.1 hourly 1 http://www.identityworks.com/forum/identity-strategy/what-is-the-value-of-identity/comment-page-1/#comment-32511 Derek Kimball Tue, 17 Aug 2010 14:40:30 +0000 http://www.identityworks.com/forum/?p=319#comment-32511 Your mention of using diagrams to illustrate the ways in which identity, branding and marketing add to the value of the business is quite interesting. When dealing with clients I often find that showing images helps them better understand some of the more confusing aspects of the graphic design world. It makes perfect sense that the same method apply to communicating about branding strategy.   Your mention of using diagrams to illustrate the ways in which identity, branding and marketing add to the value of the business is quite interesting. When dealing with clients I often find that showing images helps them better understand some of the more confusing aspects of the graphic design world. It makes perfect sense that the same method apply to communicating about branding strategy.
 

]]> http://www.identityworks.com/forum/identity-strategy/what-is-the-value-of-identity/comment-page-1/#comment-12518 Scott Lerman Sat, 08 May 2010 16:28:57 +0000 http://www.identityworks.com/forum/?p=319#comment-12518 "Brand" adds more value to companies that sell consumer goods than those that provide products and services to other businesses. But let's remember that market valuation is set by the perceptions and metrics of the markets and industry analysts. Do analysts of the oil services industry properly weigh the ability of a brand to attract talent when assessing its value?  Do they consider how the right brand attributes can buy time,  "the benefit of the doubt,"  and even forgiveness during a crisis? What about a brand's power to attracting high quality partners, open new markets, or enable the sale of new classes of products and services?  Jonathan, I'm curious about your insights on how to imrove the measurement and valuation of b2b brands. “Brand” adds more value to companies that sell consumer goods than those that provide products and services to other businesses. But let’s remember that market valuation is set by the perceptions and metrics of the markets and industry analysts. Do analysts of the oil services industry properly weigh the ability of a brand to attract talent when assessing its value?  Do they consider how the right brand attributes can buy time,  ”the benefit of the doubt,”  and even forgiveness during a crisis? What about a brand’s power to attracting high quality partners, open new markets, or enable the sale of new classes of products and services? 
Jonathan, I’m curious about your insights on how to imrove the measurement and valuation of b2b brands.

]]> http://www.identityworks.com/forum/identity-strategy/what-is-the-value-of-identity/comment-page-1/#comment-12476 Jevgeni Strganov Sat, 08 May 2010 12:51:20 +0000 http://www.identityworks.com/forum/?p=319#comment-12476 As Marco says - “Brand equity” is an effect of "symbolic value". He is totaly right, but also the "symbolic value" is an effect of consumer "moral values, preferences  and life style". But I think we stil talking about how to give a “precise numeric valuation” to brand and identity. So I think that the true value of idnentity depends on as many of "moral values, preferences  and life styles" are touched and consolidated in percent% of available market. As Jonathan links to analisys, I would like to comment my view to reasons of that numbers - the "oil & gas" sector is less oriented on public relations, the product differentiation is small and familiar to consumers. That's why the "oil & gas" company brand is represent less for 5% and we can not promise more, only if the manufacturing companies (consumers) will bring out more new technologies on market. So in some industries the valuation of branding in this situation walk in one step with strategy planing. As Marco says - “Brand equity” is an effect of “symbolic value”. He is totaly right, but also the “symbolic value” is an effect of consumer “moral values, preferences  and life style”. But I think we stil talking about how to give a “precise numeric valuation” to brand and identity.
So I think that the true value of idnentity depends on as many of ”moral values, preferences  and life styles” are touched and consolidated in percent% of available market.
As Jonathan links to analisys, I would like to comment my view to reasons of that numbers - the “oil & gas” sector is less oriented on public relations, the product differentiation is small and familiar to consumers. That’s why the “oil & gas” company brand is represent less for 5% and we can not promise more, only if the manufacturing companies (consumers) will bring out more new technologies on market. So in some industries the valuation of branding in this situation walk in one step with strategy planing.

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