Marketing to Build Shareholder Value

Of course, the overall goal of Marketing is to help the company grow.  But, how?  It’s simple, really – Marketing can affect growth by building strong brands that drive strong cash flows and increase shareholder value.

Research shows that strong brands deliver strong cash flows in four ways:

  • Higher – Strong brands command higher prices
  • Faster – Powerful brands penetrate distribution channels faster and are accepted by consumer faster
  • Longer – Great brands last forever, delivering profits to the companies that own them for a long time
  • Less Volatile – Robust brands have fewer fluctuations in demand and provide steady revenue streams over time
  • By building strong brands, Marketing can improve cash flows and increase shareholder value.

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