How Valuable Is A Brand

Stuey Itkin was trying to get a budget for building a brand. So he asked the finance team:

"Think about buying a new inkjet printer: what is the first product that comes to mind?"
Everyone said Hewlett-Packard. Then he asked, "Who else?" No answer.

Then he asked: "Think about buying a new network router..." Everyone said Cisco. "Who else would you consider?" Silence.

Then: "Think about buying a laptop computer..." Everyone said Dell . IBM which had been out of the laptop business for a few years was next.

Everyone agreed that an investment in branding could increase their consideration rate by 5%. which would mean a 13% increase in net sales.