Jon Low (full disclosure alert and shameless plug: Jon is a member of Athena Alliance’s Board) has a new three part series on reputations and brands as intangible assets over on Jonathan Salem Baskin’s DimBlub blog:
As Jon notes:
Trust and reputation are intangibles; frequently taken for granted and not accounted for on traditional balance sheets or income statements. And yet, research suggests that as much as 50 percent of a company’s market value may be attributed to them.
And they are fragile and in constant need of management attention – as these essays explore.