Believe it or not, one of your company’s most valuable assets is something you can’t see, touch or find on your balance sheet. It's your “brand” – or what the outside world thinks and feels about your company – which is critical to your success.
The degree to which your company’s brand generates positive thoughts and feelings, especially among customers, is referred to as “brand equity.” It’s important you don’t underestimate your brand equity because it can add considerable value to your business…and specifically, to your bottom line.
While brand equity is intangible, its advantages are not. The value that a strong brand brings to a company translates to very real business benefits. Among them: