Letters by Topic
Letters on Brand Value
A powerful brand allows a company to charge premium prices and maintain customer loyalty, creating a durable competitive advantage.
1991·Brand as the core of Coca-Cola's moat
Coca-Cola's brand is its most valuable asset. Consumers worldwide reach for Coke regardless of price, giving it extraordinary pricing power.
2007·Brand durability in competitive markets
A brand is like a bar of gold — it never wears out and never needs maintenance. The strongest brands command customer loyalty that transcends price.
Explore the concept
Brand Value is one of the ideas behind the ValueOS tools. See it applied to real companies.