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A Brand is what the whole game is all about

Sunday, 07 November 2010 22:35 Written by  Guillermo Ramhorst

“If you as a company tell me that you have a brand name, I’m going to ask you a question: ‘Do you have the power to charge a higher price for the same product?’”

“If your answer is no, I don’t think you have a brand. You may think you do, but I don’t think your brand has any value.”

Prof Aswath Damodaran

I recall on my MBA days, we were discussing about strengths and weaknesses of a company that was a cookies outsourcer (“real”, tasty sweet cookies). When speaking about weaknesses, a colleague mentioned “They lack a brand”. And I still recall that as sort of lighthouse principle. A brand is what the whole game is all about

A Brand is what the whole game is all about

At the L2 Innovation Forum, Finance Prof. Damodaran, delivered a very insightfull presentation about the real value of a brand, and what it takes to build one.

Some highlights:

  1. A Brand Is the Most Sustainable Competitive Advantage
  2. Luck and Serendipity Are Just as Important as Advertising
  3. Brand Value is an Illusion
  4. Even Valuable Brand Names Lose Value

You can view his presentation here:

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Guillermo Ramhorst

Guillermo Ramhorst

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