Commentary: Securing the Future of Your Brand

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Abstract
Offers two new practical mechanisms on how best to ensure a brand′s future viability: developing a key brand insurance strategy and measuring return on brand investments (ROBI). A key brand insurance strategy is a defensive strategy companies should use to help combat a number of threats a brand may face over its lifetime. This strategy allows companies to take a proactive, not reactive, stance. Measuring return on brand investment gives companies a simple formula for charting their brand′s success internally and externally. ROBI forces companies to look regularly at their brand from several different perspectives. These two tools will ultimately help to strengthen the future of the brand.

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