MOAT #1 - Brand
Sometimes a company’s main asset isn’t its factories or its technology. It’s what’s in people’s minds. When a person walks into a store without thinking, they reach for a familiar brand.
Examples:
- Coca‑Cola - the taste can be copied, but the brand is nearly impossible to replicate.
- Apple - people aren’t just buying a phone; they’re buying an ecosystem and status.
- Nike - everyone has sneakers, but the brand sells millions.
A strong brand allows a company to:
- maintain high prices
- retain customers for years
- earn more than competitors.
This is the brand moat.
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