In today’s hyper-targeted, always-on market, there is increasing pressure to prioritize immediate short-term sales results ...

but as an integral part of their overall business strategy. A brand identity can be one of a company's most valuable complex assets. While top brands like Apple ($241.2B) and Alphabet Inc.

Coca-Cola, Apple, and IBM became the three most valuable brands in 2012, according to Interbrand's 13th annual Best Global Brands report. Though Coca-Cola retained its No. 1 position from the 2011 ...