This interesting and timely article brings to light the importance of brand value. When is bigger not better? When bigger is revenue without brand value. In recent years, Middle Eastern banks have been long on revenue, but short on global brand recognition. The graph in the article demonstrates that the global economic crisis has been a tad gentler on mature financial institutions with strong brand value.
The lesson from all this: never stop developing and reinforcing your brand, even when your company is in the black. Economic hard times being cyclical, you need a strong brand to keep you foremost in the consumer’s mind, and a reputation as the fail-safe, go-to place when product confidence is low.