In the rush to devise, engineer, and sell products quickly, companies often ignore their greatest asset: brand. For many, defining brand value is as elusive as forecasting sales. But start by understanding that, “Products are made in a factory, brands are made in the mind,” says branding guru Walter Lander. That is, what a consumer thinks and feels about your brand will drive measurable corporate value—often much more so than annual profits and dividends alone.

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