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Unlocking Brand Value in an Anxious World

We are currently inhabiting a world in tension between fear and hope: an anxious world. Now that the business paradigm is best characterized as a series of disruptions and uncertainty, building resilience into your business model is more important than ever. In this context, business leaders should look to one of their most important business assets, their brands, to unlock new sources of capital and growth.

Interbrand analysis provides compelling evidence that strong brands enable businesses to weather crises and to springboard out of them. When we analyzed data from the 2008/9 financial crisis, brands in our Best Global Brands (‘BGB’) Index strongly outperformed other benchmark indices. What’s more, the very strongest brands within the BGB Index – those scoring 70 or above on our 100 point scale – even outperformed the rest of the Index.

So how can brand leaders utilize and leverage one of their most valuable and enduring assets, to drive growth even in the most turbulent of contexts?

Download this report to learn how to unlock value in a brand to keep a business resilient during market changes – whatever they might be.




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