Intangible Assets Case Study
. . we continued to do what we said we'd do . . . and in the end we were proven right. So that is where the consumer trust has really been emphasized in a very strong way (pp. 23-7).
Consumer trust, firm reputation and networks were identified by the manager as key intangible assets, which add value to the firm:
. . . (for) clients it is important that we do what we say we do. So we have a particular investment style and a particular way of doing business and . . . through hell or high water we keep to it. Reputation . . . is closely tied to trust and our reputation is based upon things like our good performance record over a long period of time and . . . it is tied in with basic things like honesty and decency (pp. 1520).
The firm's particular investment style has been maintained over a long period of time and has been adhered to irrespective of changes in the economic environment. This has created trust in the way the firm operates and, combined with the good performance record, has resulted in a strong reputation among its own clients and within the industry. Furthermore, the firm's superior performance history has created value by reinforcing the solid reputation of the firm. Clients can be confident that the