Nobody knows whether the brand is there; Is this just fantasy and joking?
You know, we have brands ourselves in our lives in our psychology, our firms and our countries! But, what if this brand value is just anything we have into our heads? Who can determine whether there is a brand there? And you cannot just use the literature, since none of us really can estimate the brand value rather when if we are thinking that the company is sold, and that we know the value of the firm in question in real values, and that the difference between the buying or selling amount minus real values, is the brand value! But how can we define and restrict these brand values of different things, since any brand value is just a guessing, and the brand value is the difference with the values in the stock exchanges minus the real value of the assets and the human assets in the company in question!
So, many people around the globe are interested in brands and the value of individual and firms, but do we really know this value, or is the brand value just an invention of someone? We cannot know for sure whether there is a brand value in the markets, and we cannot claim anything unless we can prove it, and this is difficult to do. So, when being in Bergen at NHH and at SNF, there are still the same question if the brand just is something in our dreams and our fantasies that we are claiming that exists, but we cannot be sure about anything, since the markets are filled with most uncertainties about what is happening.
So, the brand on the company, that is just a name and a logo that we are selecting, and this can be stupid or sensible of all the brands that we can find on the planet, and the brand must be open for all things and all experiences in the markets where we are, and we can be at home and/or abroad, and therefore we thinking about what we are doing and why. So, the brand is something abstract and concrete, and we cannot be sure that any name and any brand have values in the markets, but we can guess and suggest things when we are working and operating, and we are just making values on the companies when we are selling it to other people than which people we are being today.
So, all the business life is just about making money on the ideas. So, the ideas that can be real or imagined, and therefore any selection of things and new names are in accordance with what we are thinking, feeling and acting in the markets. So, all numbers are either real or they are fiction, and therefore we cannot be sure about anything about what is going on, and we should not be sure whether there is a brand, because we can try to find it in the nature, and we can try to determine whether there exists such a thing as a brand, or whether there is such things as a brand, or whether the brand value is lower, the same, or more than the real value in the markets.
You know, it is terrible if we have some ideas in the business life, that we cannot find in the organizations, the employees or in the markets with buyers, actors and sellers. So, any brand is something we are making when using books in the business schools, and brand management is a doubtful area, and there are concepts, measures and management about how we are doing things, but the choices we have ever done as humans, can be sensible or stupid, and there can be foundation or fantasy about what is going on. But we should learn these things in such ways that we can using this area as brand management, and Kevin Keller and David Aaker are telling us what this area is with professional courses and courses in the business schools, and we know that anything we can find is either facts or fictions. And we find these things in the literature in many countries, and we cannot be sure about anything, and we should identify the brands, finding the brands, using the brands, and developing brands, and we are here to find something in the real world and in the thinking world that are real, or these things are really stupid! And we are not finding perfect figures and sizes in any ways and in any areas, and therefore we must try to find the latent and the real variables, factors and parameters in the individuals, the companies and in the countries. And there is a life in the ideas, and there is a life with concrete things, and the things are either internal or external about where we are finding the brands, and brand elicitation is also brand management.
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Sverre Larsen
Kristiansand, Norway
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