A strong brand has a significant impact when it comes to driving shareholder value. What role should the board play in overseeing management’s stewardship of the company’s brand and/or portfolio?
Branding is the process by which a company establishes a significant and differentiated presence in the marketplace that attracts and retains loyal, long-term customers. A strong, well-known brand is revealing, as it embodies the experience the market expects or perceives with respect to the company itself and its offerings. This issue of Board Perspectives considers the role the board should play in overseeing management’s stewardship of the company’s brand and/or brand portfolio.