Over the last century, brand and associated brand values have become big business. Sometimes the value attributed to the brand is worth more than the company residing beneath it. Today, intangible assets like brand or “goodwill” as it is sometimes known can increase a company’s worth several times over.
When you think of the word brand, what does it mean to you? If you were to think of a brand you know and have a strong affinity towards, what would it be? Most of us will immediately think of giants like Coca-Cola, Microsoft, IBM, Ford, Virgin. But 25 years ago, we could have just as easily said Woolworths, Smiths Crisps, Leyland and BHS.
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