You must have heard about brand ranking. As an intangible asset of a company, it draws more and more attentions these days. In 2001 Hislop defined branding as “the process of creating a relationship or a connection between a company’s product and emotional perception of the customer for the purpose of generation segregation among competition and building loyalty among customers.”
Just a brand itself can be sold by a really high price. Some people see opportunities in it. There are some companies, they focus on starting and growing new brand. After making the brand familiar to consumers, they sell it to others and then start another new brand. That requires brand culture and strategy which is intangible but valuable.