We live in a brand-obsessed and brand-dominated world. The
brands we use say all sorts of things about us –
we're fun (Kulula), we're politically
aware (Nando's), we're environmentally
conscious (Woolworths), we're fashionable
(Gucci), we can finally afford the toy that we wanted so
desperately twenty years ago when we would have looked far
less ridiculous in it (Porsche).
Winning brands enjoy the sort of loyalty that political
parties and even religions can only dream of - indeed, it has
been said that in an increasingly secular world , brands have
taken the place of religion for many people. This loyalty is
in some cases prosaic, being based on nothing more than habit, lack
of differentiation, and the sheer hassle of changing –
think banking and cell phones. Yet in other cases it is firmly
rooted in emotion. Whatever the reason for loyalty, successful
brands are extremely valuable. Indeed, for many companies the brand
is the most valuable asset. And it has
