- identifying industry- and company- specific conditions necessary for brand success;
- understanding the brand lifecycle and key inflection points. Using case-study analysis of dozens of brand stories from the past century, Credit Suisse found that most brands follow a similar arc with five distinct stages: emerge, hit the wall, transform and proliferate, dominate, and reinvent. While early-stage brands are exciting and offer the highest potential return, they can be risky. However, companies transforming from niche player into a powerful brand that can proliferate across new markets and categories offer investors highly attractive returns, and this is also typically the brand lifecycle stage where the largest absolute market value is created.
- brand authenticity,
- quality product,
- a strong core market,
- operating in a brand-friendly industry, and
- developing a brand-centric corporate culture.
But there are also many other traits that a strong brand company should aspire to (though not necessarily a precondition for success) such as:
- long-term thinking,
- effective marketing,
- taking a scientific approach,
- global reach, and
- cross-category leveragability.
And download a copy of the report at www.credit-suisse.com