[MUSIC] Okay, but in addition to consumer benefits, brands provide many, many company benefits. Let's look at some of them. First of all, it really helps a company to become more efficient and effective at running their marketing programs. I'll give you as an example the case of Gucci. Three years ago, in 2013, Gucci celebrated it's 60th anniversary of the loafers. The entire organization was centered and had a single focus on running their marketing campaign that year. All that marketing was centered on the anniversary of the original loafers from Gucci. That's one way in which brands can serve companies well. Let's look at another one. Brands can also serve as a line extension platform. Think of Apple, can you think of how many product categories have they entered, making use of their strong brand? All the way from MP3 players and computers to smartphones, tablets, streaming services,payment services and so forth and so on, including these days watches and who knows what's yet to come. That is another way in how companies can benefit from strong brands. Let's look at another one. Brands can also help you to improve trade leverage, for example, with retailers. If your brand is strong and recognized, there will certainly be retailers and distributors vying for your business and willing to take your brand with them. Obviously, you may even have to pay lower commissions or dealer margins for them to be able to sell a well or sought after brand. And just like strong brands can help you gain leverage with retailers and distributors, it will also help you with many other stakeholders of the company. One is consumers. Strong brands command premium prices and higher margins. Also, they become barriers to entry for competitors or sometimes they were rather stay at bay given the strength of your competitor's brand. They can also serve you as legal protection. Finally, strong brands will help you to save cost, chief among which by attracting qualified employees. Most people like to work for the number one in the category, or the number one in a particular industry. Building a strong brand will furthermore help it to attract more qualified employees. [MUSIC]