From BrandFinance:

Questions:

• What does the word “brand” mean to you?
• How does a company “build a brand?”
• How would you think about valuing a brand?
  • According to BrandFinance: “it’s an internationally recognized term that represents “a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos and designs, or a combination of these, intended to identify goods, services or entities, or a combination of these, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits/value”.
• Why do you think the top 5 brands are all based in the United States?
• Do you think there is a relationship between the strength of brand and the size of a corporation? Check out Yahoo Finance and find the market value (as defined by Market Capitalization) for each of these top 5 companies.
• Click on the BrandFinance link above and find the top financial service brands?
• What are the types of events that can diminish the value of a brand? Can you think of any companies that have recently had events like this?

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Interested in marketing topics, check out this NGPF post about marketing message in bank commercials or this video “Why are teenagers so brand conscious?”

About the Author

Tim Ranzetta

Tim's saving habits started at seven when a neighbor with a broken hip gave him a dog walking job. Her recovery, which took almost a year, resulted in Tim getting to know the bank tellers quite well (and accumulating a savings account balance of over $300!). His recent entrepreneurial adventures have included driving a shredding truck, analyzing executive compensation packages for Fortune 500 companies and helping families make better college financing decisions. After volunteering in 2010 to create and teach a personal finance program at Eastside College Prep in East Palo Alto, Tim saw firsthand the impact of an engaging and activity-based curriculum, which inspired him to start a new non-profit, Next Gen Personal Finance.