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Brand capital

  • Writer: Ade McCormack
    Ade McCormack
  • Jul 24
  • 1 min read

What is brand capital?

Brand capital is the financial worth of an organisation when the costs of resources and operations are removed. Brand capital is traditionally associated with the extent to which customers have a favourable disposition to an organisation or an offering.


Intelligent organisations recognise that brand perception is also boosted by the perception of the other stakeholders that sit within the organisation’s ecosystem, including analysts, suppliers, employees, regulators and the communities within which the organisation operates.


Increasingly the perception of the organisation to govern effectively in an increasingly chaotic world along with its ability to capitalise on AI also play a role in boosting brand capital. 


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