A brand can and should add value to a product and or a business. It can and should transform a commodity (Tea) into a distinctive quality product that can attract a premium price (Twining’s). The Apple brand causes consumers to pay $200 more for an iPhone, despite not really understanding what sets it apart from […]

A brand can and should add value to a product and or a business. It can and should transform a commodity (Tea) into a distinctive quality product that can attract a premium price (Twining’s). The Apple brand causes consumers to pay $200 more for an iPhone, despite not really understanding what sets it apart from the Samsung equivalent. To create lasting value for your business – know who creates what. What do we mean when we say that the Alphabet brand was recently valued at US$300 billion? Alphabet is the parent company of Google, one of the world’s largest corporations, but what does it mean to say that their brand is worth all this money? What is worth all of this money. The Amazon brand has been valued at more than US$315 billion, and the Chairman of that business, Jeff Bezos, defines the term brand as follows: ‘Your brand is what other…