Implementing your BAM 2 strategy: 11 steps to making your brand a more valuable business asset

Businesses are becoming more sophisticated about brand, its value and its role as a crucial driver of business success. But what do they need to put in place to realize the benefits of brand as an asset? In the previous issue, the author looked at the philosophy behind brand asset management. This article continues the discussion with an 11‐step approach to putting a brand asset management strategy in place, from developing a brand vision for the organization to the need to establish a brand‐based business culture.