Brands are a feeling you get when you think of the company. Brands are a certain kind of aspirational thinking that makes you feel special or like you're part of a group. Brands are something you can bond over across generations, because they've been so steadfast and constant that you know you can still rely on them to deliver the same benefits they gave your grandparents. Brands are timeless and unbreakable and comfortable and familiar.
Some examples of strong brand moats
There are plenty of great brand moats out there right now, but some are certainly better than others. For example, in the world of sportswear, you've got companies like Nike (NYSE:NIKE), Converse, and Puma; in the lifestyle segment, you've got Harley-Davidson (HOG +1.92%), Starbucks (SBUX -0.07%), and KitchenAid. For clothing, there are retailers like Doc Martens and Levi Strauss (LEVI +0.42%). The list goes on and on.
Every one of these brands is a common household name, and one that is immediately identifiable with a specific feeling or type of image. Tough guys ride Harleys, domestic goddesses use KitchenAid appliances, soccer moms are living the Starbucks life, and punks wear Docs.
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