Brand maintains quality and maintains customer relations Someone explained brand value this way: It is a company’s ability to charge customers a premium for its products or services. In this sense, I guess you may also swap “brand” with “reputation.” If your company enjoys a spotless reputation, you’re able to sell most anything to people — perhaps even the San Juanico Bridge. If your reputation sucks, you get jeered at every time you announce a product launch — nobody wants to touch your merchandise with a 10-foot pole and a pair of industrial gloves. It’s how Apple, for instance, can get away with insanely priced gadgets whose specs and features are virtually the same as (if not inferior to) those made by less esteemed rivals.