Illustration By Tifu

The Invisible Currency: Decoding the Impact of Brand Value

Because Brands Rule the World, Obviously

Juan Crescimone
3 min readJun 5, 2023


Welcome to the wild world of brand value, where names and logos possess the mystical power to sway consumer choices. Don’t underestimate the importance of brands; they’re not just pretty pictures. Take Apple, for example, the master of producing overpriced iPhones. Their brand value is like the golden ticket to success. Prepare to dive into the perplexing world of brand value and discover how it impacts consumer behavior and business success.

It’s Like Magic, But Expensive Magic

Behold the iPhone 14 Pro Max, the latest testament to Apple’s ability to make you feel like you need a new phone every year. With its mind-blowing design and mind-numbing price, this device showcases the epitome of Apple’s brand value. It’s a shining example of how the company uses its “knowledge” to generate wealth. Because who needs savings when you can have a novelty-filled device that makes you feel like you’re living in the future?

The Cost Equation: Where Does All That Extra Money Go?

Let’s talk numbers, shall we? The iPhone 14 Pro Max’s Bill of Materials (BoM) cost increased by a whopping 3.7% compared to its predecessor, totaling approximately $464. Now, brace yourself for the jaw-dropping part. Despite this small bump in cost, the retail price is a staggering $1,599.00. So, where does all that surplus go? Don’t worry, dear reader, it’s not just about the physical components. It’s about the intangible fairy dust that Apple sprinkles on its brand.

Brand Value and the Surplus: The Magic of Perception

That surplus isn’t just a few extra dollars for fancy wires and chips. It represents the value consumers place on the Apple brand — their obsession with the shiny reputation, the deep desire to possess the “it” product, and the unwavering belief that everything Apple creates is simply divine. This surplus confirms that customers are willing to pay a premium for the intangible allure of a seamless user experience, a club-like ecosystem of overpriced accessories, and the brand’s wizard-like ability to consistently convince people that they need the latest innovation.

The Economic Power of Brands: Move Over, Countries

In today’s topsy-turvy world, companies hold economic power that rivals whole nations. Yes, you heard that right. The brand value they possess contributes to their market capitalization and financial success, making them economic powerhouses. Let’s put it in perspective — some of these companies’ market value could easily give a country’s Gross National Product (GNP) a run for its money. Who needs a thriving nation when we have brand empires, right?

Embrace the Magic and Sell Your Soul to Brand Value

In conclusion, the power of a brand transcends mere physical products. It’s a cosmic force that allows companies like Apple to charge exorbitant prices and still has customers lining up like cult followers. The surplus generated from the iPhone 14 Pro Max is a testament to the ethereal worth customers attribute to the Apple brand itself. And let’s not forget the mind-boggling economic influence these companies possess. So, dear consumers and businesses, let us bow down to the omnipotence of brand value in this wacky world we call the market.