Do you think your brand is just a logo? Or perhaps it includes your corporate colour? Maybe it’s that clever little strapline you put on all your communications?
Your brand is one of your most valuable assets; for 13 years’ Coca-Cola held the top spot in Interbrand's influential listing of the leading 100 global brands. According to a report published by the Design Council, its brand equity is valued at $65.3bn, just under half the company’s true market value.