Reliance Brand

Versatality

The importance of brand value and the components that constitute the concept have been a popular topic of discussion within the marketing literature for decades. While few can argue that a powerful brand can dramatically enhance a firm's marketing initiatives, a debate remains over the elements that constitute brand value. We argue that the more distant the category from a brand's home category in which a brand can successfully compete, the more versatile and subsequently valuable the brand. This study illustrates the methodology by which a brand's versatility can be measured and the quantified versatility of several prototypical brands.