on Career Authors:
Read the following list of brands and tell me what each company sells:
Apple, Ford, Netflix, Delta, McDonald’s, Pepsi, and The Home Depot.
I’m sure you answered the first question easily. Now try to imagine each of their logos. Can you do it? I bet the answer is once again yes. Do you know why? Because every single company on this list has spent billions of dollars investing in their brand. For a Fortune 500 company, its brand is arguably its single most valuable asset. Think about that for a moment, that a name and a logo—something that’s essentially theoretical—might be more valuable than its cash reserves or its inventory. Why do you think that is?
The reason is a brand transcends any particular product, a company’s employees or CEO, and even its physical presence. A brand exists solely in the minds of the consumer public.
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