The reasons customers buy from you and keep coming back.
2. People
The Human capital of staff, suppliers and support networks that ‘make it happen’.
Your place in the market and that of competitors.
4. Commercial Arrangements
Contracts, licenses and arrangements for buying, selling and financing.
5. Products & Services
Quality, uniqueness and fitness for purpose of what you do
6. Reputation
The perceived customer value and integrity of the corporate & product brands including social responsibility.
Registered and defendable Patents, Trade-Marks, Copyrights and Design rights etc.
8. Knowledge and Know-how
Codified, tangible descriptions of specific knowledge, data, R&D and ‘Trade Secrets’
Business processes such as accounting, production, marketing, and ordering that enhance value .
The economic security that a brand-owner derives from its brands
