Why the world’s most successful companies treat brand as their most valuable asset?

Decades of marketing research tell that big and strong brands grow faster, sell more, and cost less to advertise.

  • A table listing factors and profit multipliers for different business positions, including market size, creative execution, budget-setting, media costs, laydown, media multiplier, brand life cycle, quality viewing, task, and audience, with corresponding numerical values.

    Brand strength determines advertising ROI.

    The biggest multiplier of marketing effectiveness is the size of the audience your brand can reach and convert. Strong brands:

    - Compete in bigger markets

    - Win more mental availability

    - Convert more buyers, at higher margins

    Source: Paul Dyson, Top 10 Factors Driving Advertising Profitability

  • A line graph showing the relationship between share of market and share of voice. The x-axis represents share of market in percentage, from 0% to 100%, and the y-axis represents share of voice in percentage, from 0% to 100%. The line indicates a proportional growth, with annotations in blue text: "SOV > SOM: Brands tend to grow" above the line when share of voice exceeds share of market, and "SOV < SOM: Brands tend to shrink" below the line when share of voice is less than share of market.

    Brands grow when their presence exceeds their Market Share (SOM).

    Brands grow when more people are aware of them and consider them during buying decisions. To increase market share, a brand needs to reach beyond its existing customers and make itself visible to a wider audience.

    The more people who know about the brand, the more potential buyers it can convert over time.

Double Jeopardy Law:

Small brand = Fewer and less loyal customers

This marketing law shows that it is normal for smaller share brands to suffer twice - to have fewer users, who are also less loyal - when compared to their larger share competitors.

Now let’s work on your brand, shall we?

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