For some companies, the brand can account for as much as 70% of their total market value.
I'm reading an insightful business book on the ever-fascinating subject of Brands and Branding - (The Economist Series: Marketing/ Advertising).
Though written in 2004, it's of great relevance today as it outlines the founding principles of branding and explains its economic, political, social and business significance.
An all-round look at the art, science and commerce of brand-building - and its close link to sustainable value and wealth creation - contributed by 17 marketing and communications experts.
An excellent book via the venerable Economist, 'Brands and Branding' is a must-read for senior marketers, brand management and business executives. A great learning source of basic branding guidelines to apply them in today's digital / social media marketing ecosystem. A snippet:
The three attributes of great brands: (1) Built from a great idea; (2) Hold true to core purpose and values; (3) Employ brand as the central organizing principle.
The gist of the book is succinctly summed up in this Rita Clifton quote:
Bonus: Read / Download your free Chapter from the Book: The Future of Brands