Founder Brands: Managing Intangible Assets from Original Vision to Sustained Value
Some of the world’s most valuable and well-known companies share a common brand trait that has not been explored in depth. Apple, Dell, Ford, Google, Mars, Microsoft, Nike, Starbucks and Wal-Mart, to name just a few, are “founder brands.” These are brands where the founder or founding family exercises significant influence over the management of the brand and direction of the business. In this white paper, Davis Brand Capital identifies the qualities that define founder brands and explores some of the challenges in managing them for maximum value.
Other White Papers
Unbound Edition Voices: Food Labeling, Labeling Food
Q-Methodology and Modern Marketing Research: Fundamentals of the Science of Subjectivity
Social Agenda Marketing: Aligning Mission, Margins and Meaning
Priorities for the Post-Agency Market: How Marketers Can Succeed as Agencies Fade