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Brand is an invaluable asset Free Essay, Term Paper and Book Report

Today, it seems to be impossible to find something unbranded. Brand has been considered as such an essential part of a product that ever more firms and organizations have recognized the importance of brands as the most powerful asset. The Chitty et.al. states that "A well-known and respected brand is an invaluable asset. Brands perform several roles for the organizations that market them". A former CEO of McDonald's agrees: "If every asset we own, every building, and every piece of equipment were destroyed in a terrible disaster, we would be able to borrow all the money to replace it very quickly because of the value of our brand...The brand is more valuable than the totality of all these assets." (Kotler & Armstrong, 2008, 230) The reasons why brand is considered as the most valuable asset not only for organizations but also for customers is the chief purpose of this essay, predominantly based on the brand concept, the roles that brand plays from the perspective of both customers and firms, and the possible problems relating to brand in the recent years According to the American M......

Word Count: 2681
Page Count: 10.7  (250 words a page / double spaced)

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