• Chanault 2007

Kenneth I. Chenault

Chief Executive Officer and Chairman, The American Express Company | October 2, 2007
Focused on what a brand is, how one is created and maintained, and what its value is.

Chenault focused his remarks on the issue of branding – what a brand is, how one is created and maintained, and what its value is. He said, “A brand, a real brand, represents a connection – a rational and emotional connection between a company, its products and a customer,” adding “a brand is what the customer believes it is. The power in this relationship rests in their hands . . . Customers ultimately define brands.” In discussing the value of a brand, Chenault said, “It’s intuitive that this trust translates into financial value for a corporation. But it’s a hard number to quantify, so you won’t see brands reported on company balance sheets, even though they’re an important asset.”

To view additional highlights and excerpts from the event, please click here.

 

Related Tags | Business & Finance