‘Envisage’; ‘Enhance’; ‘Engage’: how to create a true powerbrand

Few senior executives these days would deny the benefits of owning a brand:

At one end of the spectrum, the possibility of having a significant financial asset on the balance sheet; at the other, a more intangible business and marketing property that can drive awareness and understanding, whilst building emotional ties of appeal, preference and loyalty... for which customers will pay a premium.

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