Best practice: Recognising intangible assets: How Boeing uses brand management and measurement as strategic tools — Anne C. Toulouse and Carrie A. Howard, Interactive Marketing, Vol. 5 No. 1

For much of its history, The Boeing Company took its brand for granted. That changed in the 1990s, when management undertook a major transformation aimed at expanding the company’s scope, and began to realise the value of the brand as a strategic tool in the transformation. Boeing established a corporate brand management and advertising department to focus and coordinate branding efforts.

Using a master brand strategy, the brand management team has worked to create a disciplined approach to branding; educate management and employees about the value of the brand; and implement a brand measurement programme to track brand-building progress through a variety of studies and provide management with an additional tool for developing plans and allocating resources. (9 pages)

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