Why is the brand an intangible asset?

First of all, brand building has become an important means for enterprises to enter and participate in market competition. It is an indisputable fact that brand as an intangible asset has been widely accepted by enterprises. In a word, brand is the concentration and generalization of intangible assets of enterprises, the certificate of the overall quality and strength of enterprises, the symbol of enterprise popularity and reputation, and plays an important role in opening up markets, capital expansion and team cohesion. The president of the American Coca-Cola Company once said a classic sentence: "If a big fire burns up Coca-Cola, I can make another Coca-Cola the next day!" This is the value of the brand, and this is the power of intangible assets!