You will move forward while your competitors come to a standstill. And you will create value, because more than ever before, the value of companies lies in the brand itself. The core of the company. Entrepreneurs are increasingly realising this today. The literature is increasingly substantiating it. And the figures are increasingly demonstrating it too. And some of those figures are astonishing.
The prime example, and rightly so, is of course Apple. Forbes calculated in May 2019 that the company had the highest brand equity in the world for the ninth year in a row: 205.5 billion dollars, a cool 12 percent more than the year before. The company’s total value minus all its tangible assets is thus more than 200 billion. It’s a record. For the first time ever on this planet, a brand alone is worth more than 200 billion dollars. And Apple isn’t a lone figure: Google is hard on its heels. In the same ranking, this brand was worth 167.7 billion euros – no less than 23 percent more than the previous year.
That value is not achieved at the expense of the competition. It’s the value that people assign to the brand, a value given to something that cannot be grasped: the company’s intangible assets. According to a study by Ocean Tomo, the American business world has been turned upside down in the last 40 years. In 1975, an average of 17 percent of a company's value was intangible, and 83 percent was tangible. In 2015 it was almost the reverse: 84 percent intangible, 16 percent tangible. These are American figures, but the situation is exactly the same over here.