This is the core of my question and puzzle. As a consultant, I can see the 'image' value for the company. Let's say Company X is currently making 1M in clean profit, and their overall image is low-end (business cards are cheap, website is cheap, their trucks are dirty and cheap); then I'm of the opinion that they are a cheap, low end company. I'm guessing most businesses do NOT want to be seen the low end type. My assumption is that many companies want to be see as equals or better than their competitors ...
So wouldn't it stand to reason that a better brand image would equate to dollars in the bank further down the line?
I'm guessing most businesses do NOT want to be seen the low end type.
That totally depends on the market the business wants. If you're selling low-price office supplies then you want to look like you're selling low end office supplies. If you have a classy expensive brand to your site, then your customers will be more likely to think you're selling a classy and expensive product. If you're money is in supporting the low-end then this is a very bad move.
You brand yourself for your market. Burger King don't want to look like a four-star steak restaurant. And vice versa.
