- Brands can be extremely valuable assets for companies and represent values greater than reported assets. Toys "R" Us auctioned off brands like Toys "R" Us and Babies "R" Us to cover debt from bankruptcy. - Strong brands allow companies to charge premium prices and enjoy lower marketing costs due to brand recognition. Apple is cited as an example that is able to charge high prices due to its brand value. - Some companies take extreme measures to protect brand value, like Burberry burning over $90 million of unsold goods to prevent dilution of its brand. Companies see tangible assets destroyed in order to protect more valuable intangible brand assets.