ABSTRACT
How do effective directors ensure the value of the corporate brand is protected?
Based on a framework of global corporate governance best practice, which can be used in all organisations anywhere in the world, this chapter of Questions To Ask (QTA) in the boardroom gives a high-level but succinct introduction to the board’s role in relation to the organisation’s brand.
All directors should ensure that there is an organisational understanding that the corporate brand provides a window for stakeholders to see what it stands for, its values, its strategy, the quality of the management, and its value as an investment.
The chapter considers how brands create value, what the value of the brand is to the organisation, and the risks to the brand that the board should be aware of. The corporate brand is closely connected to the work of public relations, both in strengthening the brand through advertising, media exposure, and so on and also to put in place crisis plans for potential threats for the brand.
The chapter’s headline introductions lead into outlining the key Questions To Ask in the boardroom, giving the reader further insight into how to initiate discussions about the practical details requiring the attention of the board.
