Ten reasons brand value matters

The corporate brand is probably the least understood asset in most companies, yet it can be one of the greatest tools for the CEO to build enterprise value.

Since brands are an intangible asset. they don't show up on the balance sheet and therefore they are often thought of as having no financial value. Yet, over the past 40 years intangible assets have grown from about 20% of the value of a company to 80%. A good portion of this value is derived from the brands of the company.

Here are 10 good reasons that CEOs should pay close attention to corporate brand valuation and to the nurturing and growth of these assets with a long-term view: