Role of Brand Identity in Building Brand Image a Study Enabling Efficient Brand Communication

Abstract

The above quote significantly highlights the importance of branding. Over the years, there has newlinebeen a paradigm shift in the understanding of the creation of shareholder value. There was a newlinetime when tangible assets like manufacturing assets, land and buildings or financial assets newlinesuch as receivables and investments were considered to be a very crucial source of value for newlinebusiness. They would be valued at cost or outstanding value as shown in the balance sheet. newlineAlthough the marketers and entrepreneurs were aware of intangibles, but the power of newlineintangibles was still dormant. The power of intangibles was unclear and wasn t measurable. newlineEven today, most of the firms / organizations evaluate their business performance on the basis newlineof sales figures or profitability or other measurable parameters like return on investments and newlineassets. Largely, equity value is calculated based on the above measurable and in most firms it newlineexcludes the intangibles (Clifton 2009). newline