Why are brand names so valuable, anyway?
“The Company believes that its trademarks, its technologies and designs are of great value. Loss of the REEBOK or ROCKPORT trademark rights could have a serious impact on the Company’s business. Because of the importance of such intellectual property rights, the Company’s business is subject to the risk of counterfeiting, parallel trade or intellectual property infringement. The Company is, however, vigilant in protecting its intellectual property rights.” Reebok Quarterly Report for the quarterly period ended June 30, 1996. In reality brand names can be very important and sometimes worth huge sums to a business. They have this value because a brand name is also: 1. A concept. This is what you use to capture the essence of the appeal you are endeavouring to infuse in your product or service. 2. An identity. This is how people know who you are and what your product is or isn’t. Even before a person begins to make a decision about buying your product, the brand automatically influences t
