Think of a well known brand, perhaps Coca-Cola, Disney, Toyota or Gillette.What do you think each brand is worth? The results may surprise you. An annual survey by international consultancy Interbrand named Coca-Cola as the world’s top brand, valued at $67.50 billion. Yes, you read that correctly – billion US dollars. Further down the list, the Disney corporation was valued at $26.4 billion, Toyota $24.8 billion and Gillette $19.58 billion. What does this tell us? People in the (predominantly) developed world love their brands; and it is these brands that deliver profits to their organisations as people buy into the franchise (an American concept which gained prominence in the UK following the takeover of Manchester United Football Club by American owners).