“The Brand Council: Stewarding your brand to create long term value.”

Brands represent significant corporate value and are among an organization’s most valuable assets. This value has been demonstrated in brand valuation rankings and acquisition prices worldwide. *

Properly created and managed, your brand helps generate operational and economic value by:

• Enhancing awareness, consideration, trial and loyalty
  
• Attracting and retaining customers with an engaging promise and experience
  
• Guiding and informing business decisions and activities
  
• Attracting and retaining top-tier talent and partners
  
• Easing entry into new markets
  
• Commanding price premiums
  
• Facilitating brand extensions into new products and categories
  

A Brand Council is a group, representative of your larger organization (optimally led by the CEO), with one mandate:
To ensure that business strategies, processes, decisions and everyday actions are aligned with and build the brand.

This, in turn, focuses the entire organization on delivering the fulfilling customer experience that fortifies leadership, enhances differentiation, and secures loyalty and future earnings.

* Interbrand publishes its prestigious annual brand ranking "The World's Top 100 Brands" each July in BusinessWeek. This paper was written and published while Benjamin was Executive Director of Brand Strategy at Interbrand (under his given name, Benjamin Bidlack). Interbrand is the world's largest brand consultancy, with 36 offices and 1200 hundred professionals around the world (www.interbrand.com). This widely distributed landmark white paper defines the Brand Council entity and process. Benjamin serves on a number of corporate Brand Councils.