B2B Branding: A Financial Burden for Shareholders? Harvard Case Solution & Analysis

Is branding an effective tool for creating shareholder wealth for firms that are active in a business to business environment? Based on an evaluation of nearly 1,700 companies listed either on the United States or European stock exchanges, this study shows this vital relationship could be described as a W-shaped curve with five distinctive periods, depending on the strategic branding position of the firm.

Used strategically, business to business (B2B) firms with a balanced corporate brand strategy, typically yield a return to their shareholders that is 5%-7% higher. It's therefore crucial that key executives, including the board of directors, systematically assess and track the strategic branding position of their company and their branding investments are performing against key competitors. This study shows that investors should insist on methodical performance feedback from the corporation regarding all crucial items in the balance sheet-it - including branding. Not many of the companies examined possessed an ideal balance between branding and financial performance, as disclosed herein.

PUBLICATION DATE: March 15, 2009 PRODUCT #: BH319-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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