What is a brand worth? Well, a couple of months ago a lot more than it is now thanks to Google and ICANN. Successfully building a brand identity costs a lot in time, thought and money but the rewards are massive. A recognised brand is great advertising in its own right, it can instantly convey quality or suitability and alike. Ultimately it identifies your company and your products so the consumer is in no doubt about whom they are dealing with. Well that was until Google and ICANN came up with their bright ideas for the ‘improvement’ of the internet…
