Today we start a new series on branding, and especially how to consider the value of brands in assessing the broader corporation and its competitive advantages. We start with one idea that I want to highlight because I think it's not the standard idea of what a brand is to a corporation: it is that the brand resides in the buyers' mind. It is NOT owned by the corporation and DEFINITELY NOT controlled by the corporation. So with that, we’ll discuss five different elements of the brand and then some questions and live examples to help with assessment.
Let's jump in.
Coburn Ventures Podcast