A corporate brand, like a human reputation, is something of immense value. Yet it is also intangible and there is always a temptation to do something for short-term gain that can damage it in the long term.

Many companies have given in to this temptation by reducing the quality of their products or stretching their brands unwisely, only to spend years attempting to repair the damage. This gives those who manage to resist it the chance to develop brands of huge value both to customers and shareholders.