The overwhelming majority of brands are mediocre, having a small set of characteristics, amplifying a dull, static message and requiring constant marketing support. In some ways they resemble commodities and generics.

Really excellent brands appeal to a wide range of intellectual and emotional associations, are entertaining and informative, and present a firm set of values.

Intellectual Property

Not so long ago, a company's worth was based on its real estate, equipment, plant, receivables, and inventory. "Good will" was thrown in at 20% or less of the value. With the rise of branding and the security and private equity market's appreciation for branding's role in virtually all categories from CPG to B2B, intellectual property value has skyrocketed to give or take 80% of a company's worth.

Brand Equity

One can not overstate the power of the brand as an asset. Supporting customer equity and loyalty, and even providing a forgiving fail-safe when the brand performs at something less than optimum.

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