A carefully selected and nurtured trademark is a valuable business asset for most companies. For some, it may be the most valuable asset they own. Estimates of the value of some of the world�s most famous trademarks such as Coca-Cola or IBM exceed $70 billion each. This is because consumers value trademarks, their reputation, their image and a set of desired qualities they associate with the mark, and are willing to pay more for a product bearing a trademark that they recognize and which meets their expectations. Therefore, the very ownership of a trademark with a good image and reputation provides a company with a competitive edge.

Source: “MAKING A MARK!
An Introduction to Trademarks for Small and Medium-Sized Enterprises” by Carol Desmond http://www.trademarkstogoinc.com/