WHAT MAKES YOUR BRAND VALUABLE?
When it comes to great companies, there’s no question that brand value is a tangible asset. For example, according to the BrandZ Top 100 Report (Millward-Brown, in conjunction with the Financial Times, Bloomberg, and Datamonitor), the most valuable brand in 2010 was Google. The ranking is based on company valuation as well as positive consumer feedback, from survey data, product sales, top-line growth, and/or bottom-line profit. In other words, Google’s value goes beyond its assets and even its balance sheet. A significant part of Google’s value is the impression people have formed based on their experience with it. There is intrinsic value in Google’s name and reputation that transcends the tangible assets.
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