The value of a strong brand is indisputable and often accounts for at least 50 percent of the total market valuation
While being remembered is essential, it is becoming harder every day. A strong brand stands out in a densely crowded marketplace. Translating the brand into action has become an employee mantra. There is substantial evidence that companies whose employees understand and embrace the brand are more successful. What began as corporate culture under the auspices of human resources is fast becoming branding, and the marketing department runs the show.