Even for business to business companies, brand value is usually the largest component in a company's market value. As reported annually in Business Week, the value of the Coca-Cola brand is 58.9 percent of the market capitalization of the entire company and the IBM brand is 39.1 percent of the market cap. Still, for the most part, in today's capital markets the value of brands is greatly underestimated. These facts are not only important to large corporations and famous brands. In fact, the same proportions apply to small and medium-sized companies (SMB), both public and private.