Best Practice: Recognising intangible assets: How Boeing uses brand management and measurement as strategic tools

Abstract

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.