A recent Dow Jones survey found that brand reputation ranks high among its most coveted assets.
The survey's sample pool was its' "50 Global Titans," which Dow Jones considers the 50 best-known and largest corporations in world standing. These companies include Toyota, PepsiCo, Dell, and BP. Of those 50 companies that received the 11-question, anonymous surveys, 18 were returned.
Of the respondents, 26% said brand reputation would be their most valuable asset five years from now. The most popular answer was products and services, at 53%. Brand reputation trumped management, intellectual property, and skilled labor.
The respondents also thought that new products would have more of an impact on their growth than new markets in five years.