Brand value. Brand equity. Brand strength.

All fancy words for how much customers care.

Or, as Seth says:
> The accurate measure of brand value is the premium that consumers will spend over the generic. > > What time, money or risk will they take for a valuable brand compared to the very same offering from an unknown? > > Familiarity is not always a proxy for high value.

In short, brand value is a narrative, not a formula.