The Value of a Brand

The Maasai women of Amboseli are keen on having direct access to the global market so that they can sell their products; benefit from the power of their brand; and have sustainable incomes to be able to support themselves and their families.

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According to Light Years IP - an NGO which specialises in securing intellectual property rights in developing countries - about 80 companies around the world are currently using either the Maasai image or name.

These include a range of accessories called Masai made for Land Rover; Masai Barefoot Technology, which makes speciality trainers; and high-end fashion house Louis Vuitton which has a Masai line, including beach towels, hats, scarves and duffle bags.

"It's almost certainly the biggest cultural brand in the world," argues Ron Layton, the founder and head of Light Years IP.

If the Maasai "brand" were owned by a corporation, it would be worth more than $10m (£6.6m) a year - perhaps even "tens of millions", according to Layton. http://www.bbc.com/news/magazine-22617001