Somehow a “business value” goes beyond “cost” and “speed.” It conveys the essential value of product or service.

As David Aaker notes: “a brand is a singular idea or concept that you own inside the mind of a prospect.”

That means, for instance, wherever a Nordstrom customer roams, they consider the products and delivery speeds they can get from others. Yet they are Nordstrom customers. They have a singular idea that’s owned by Nordstrom: that’s where they get service.

Nordstrom illustrates how a great retail brand can separate the wheat from the chaff. Nordstrom’s brand not only helps customers remember them, it forces them to compare and often dismiss others.