Your Brand Reputational Value Is Irreplaceable. Protect It!
Your Brand Reputational Value Is Irreplaceable. Protect It! Three decades ago as much as 95% of the average corporation’s value consisted of tangible assets, according to a report by Thomson Reuters and Interbrand. Today 75% of that average corporation’s value is intangible. In other words, a business’s most valuable asset is its good name, its brand and reputation. “Brands outlive product cycles…. No branding, no differentiation. No differentiation, no long-term profitability. People don’t have relationships with products, they are loyal to brands.” Brand strength often runs parallel to the success of a company. Consumers latch onto a brand they feel comfortable and familiar with, one that deviates slightly from other similar products in some way. As a result of this loyalty, customers are more likely to purchase from their favorite brands than from other brands. Apple has mastered this idea. Consumers line up to buy their new products (Apple Watch, iPad, ...