This looming provocative question ebbs to the top of any marketer, business leader or brand strategist’s mind, primarily driven by the need to maximize the brand’s value. The value of the brand can be difficult to define and even quantify but one thing that s is for sure- your brand is the summation of experiences that a consumer has with your service and or product. How marketers quantify this value can be predicated on: Role the brand plays to influence the consumer’s choice and, or The financial performance of the branded product or service Moreover, the true value of the brand is quite subjective and encapsulates the intangibles! Nonetheless, when we look at world class brands, some that have been around for decades and undergone significant brand evolutions and others that have just erupted at the forefront, a rebrand or refresh is always evaluated. The impact of the change has often transcended to actual logos, brand typography, taglines, packaging, supply chain, distribution channels, internal corporate cultures, to external advertising and digital presence.