Brands are the most valuable assets many companies possess. But no one agrees on how much they are worth or why
…Firms that value them come to starkly different conclusions. Most of the time they do not appear as assets on companies’ balance-sheets (see article). One school of thought says brands succeed mainly by inspiring loyalty. “Consumers would die for Apple,” believes Nick Cooper of Millward Brown. Others take a cooler view. Bruce McColl, who as the chief marketer of Mars oversees Snickers chocolate bars, Whiskas cat food and other brands, is on record as saying that “consumers aren’t out there thinking about our brands.” And however much brands may have been worth in the past, their importance may be fading. Continue reading “What Are Brands For?” at The Economist.