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Corporate Performance & Brands:
The Risk and Return Effects of Branding
The Executive’s Guide
to Branding

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INSIDE: the answers to these "Top 10" questions:

10. What are brands anyway?
9. Why bother with branding?
8. Do strong brands lower customer churn?
7. Do strong brands manage customer selection?
6. Do strong brands engender greater loyalty when the purchase decision is perceived as high risk?
5. Do strong brands lead to lower information costs in the purchase process?
4. Do strong brands result in “imperfect” markets and provide their owners monopolistic powers?
3. Do strong brands increase the liquidity of a firm’s stock?
2. Do strong brands reduce risk associated with future cash flows?
1. Do strong brands result in growth and acceleration of cash flows?

The Zyman Institute of Brand Science is an independently managed organization within the Goizueta Business School at Emory University.

The Institute works collaboratively with leading scholars, universities, research organizations, and Institute members to devise cross-disciplinary solutions for managing real world problems in brand strategy.

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