Brands, Built Over Many Years, Must Be Protected Like Gold

Brands, Built Over Many Years, Must Be Protected Like Gold

So what is a brand? It’s the image or characteristic someone gains when the brand is presented. For instance, if I say Rolls Royce, people might say “quality,” “expensive,” and so forth.

I’ve recently been involved in discussions about brand. Some hold their brand with very high regard, and others dismiss its value and importance very quickly. In my tenure in business, I’ve always been in the first group. Please do not mentally check out here because you think don’t you have a brand. We all have a brand, even if it’s our own personal brand.

So what is a brand? It’s the image or characteristic someone gains when the brand is presented. For instance, if I say Rolls Royce, people might say “quality,” “expensive,” and so forth.

In today’s world, brands are very valuable. They’re also thrown around and wasted at an alarming rate. If you don’t see the value in brands, think of this example. Around 2006, Ford Motor Co. mortgaged the brand. The Ford oval is one of the most recognizable brands in the world. They actually went to the banks and opened credit lines for future borrowing based on the value of that brand and other assets. The reaction in the industry was obviously highly critical. No car company had ever done that before. Many said it spelled the end of Ford. Fast forward to 2009, the mortgage crisis brings to all of us the worst economic conditions since the Great Depression. Car companies are hemorrhaging money and there is NO money to be borrowed at any rate. Oh, except the guys who leveraged their brand. They could get dollars when no one else could, all thanks to the brand.

Brands are built over time, and it’s no accident. They have lasting value that goes on for years. They need to be protected like they’re gold.

I recently needed a group of parts for a repair. It was a group of parts that are almost a commodity in today’s environment. There are many suppliers, and it’s an extremely price-sensitive segment. I pulled up my options on an e-catalog, and there must have been 30 possibilities. I ended up buying by brand…the one I grew up selling at Shriber Auto Parts years ago. The cheapest? Absolutely not! Actually, it was a premium-branded product. It was a differentiator for me in the decision process.

The smart marketers today realize the value in their brand and continue to build it every day. Distribution entities have even launched their own brands. Some have reached pretty high regard in the marketplace. Good products, good value and excellent brand support is what it takes.

If you’re responsible for a brand, even if it’s your own, pay attention. Consider what the market is going to think of your decision about your brand. Build your brand over time, and you’ll have increased market value.

Brand: it matters. Protect it and build it.

S. Scott Shriber is publisher of Counterman.

You May Also Like

AACF Launches 65th Anniversary Fundraising Initiative

The campaign aims to raise $65,000 through 1,000 donations of $65 each.

The Automotive Aftermarket Charitable Foundation (AACF) announced the launch of its 65th-anniversary fundraising initiative. Running through July 1, 2024, the campaign aims to raise $65,000 through 1,000 donations of $65 each. This impactful effort highlights the industry's commitment to taking care of its own, the AACF said. 

From sudden illness and death to natural disasters, the foundation has provided assistance to industry professionals and their families during their darkest hours. As AACF celebrates its 65th year of service, it remains steadfast in its mission to provide financial support and resources to those in the automotive aftermarket industry in need, the organization said.

Schaeffler Publishes 2023 Sustainability Report 

Schaeffler was awarded an “A” score in the climate change category for 2023 by the global non-profit environmental organization CDP for corporate transparency and performance.

Schaeffler Sustainability Report
Introducing ‘Sustainability by Schaeffler’ on

In the weeks and months ahead, stay tuned for more sustainability content from Schaeffler and Counterman.

Schaeffler Sustainability
Jacki Lutz Named Content Director at Auto Care Association

Lutz will be tasked with leading a cross-functional and multimedia content strategy, development and execution across all platforms.

Jacki Lutz Auto Care
Auto Care Association Certified as a Great Place to Work

“This prestigious award is a testament to the association’s commitment to creating an inclusive, supportive and dynamic work environment for its employees,” Auto Care said.

Other Posts

HD Repair Shops Report Increases in Counter Sales, Labor Rates

The data comes from a Fullbay report published in partnership with ATA’s Technology and Maintenance Council.

Heavy Duty Repair
Applications Open for Federated Car Care Scholarships

Interested students should complete and submit their applications at by March 31.

BendPak Names Expert Automotive Primary Distributor in Las Vegas Valley

Under the agreement, Expert Automotive Equipment will offer and support equipment sold under the BendPak, Ranger, Cool Boss and Autostacker brands.

Expert Automotive
Auto Care Association Leaders Visit Northwood University

Auto Care President and CEO Bill Hanvey was the guest lecturer for several Northwood automotive aftermarket courses at its Midland campus.

Bill Hanvey Auto Care Northwood