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Breakout Session: The Art and Science of Branding

Justin Gardner
BLDG Health

While brand equity is an intangible asset, it is the single largest component of your market capitalization. Brand equity is the added value that a brand brings to a product or service beyond the functional benefits provided by the product itself. Consumers love brands because they offer an extra value—that is, one in addition to the core product or service. This presentation is devoted to how branding—when properly planned, developed, and implemented—can contribute to a sustainable competitive advantage and customer retention.