The brand is a vehicle through which the business is able to address a range of different customer needs (or jobs to be done)— through an extended portfolio of differentiated products and services.
Societal change is now seen not just by leading thinkers, but by the public too, as being a core function of companies.
If businesses have never been so central to societies, then brands—the constructs around which trust is formed— have never been so central to businesses.
Today’s most relevant and valuable brands are those that seem to effortlessly balance power and responsibility. As such, they are not just growth engines; they are acts of leadership that shift our expectations in terms of experiences.
Brand Leadership — they do things right, offering superlative experiences, and do the right things, acting with uncompromising integrity.
When we have a strong functional, emotional and moral connection with a brand—when this brand delivers exceptional products, unequalled experiences, and acts with uncompromising integrity— we want to spend more time with that brand; we want it to succeed; and we want it to play a bigger role in our lives.
Interbrand Best Global Brands Report 2022
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Source: Interbrand