"Shoe Dog" by Phil Knight, the memoir of Nike's founder, provides insights into the challenges of building a business and creating a brand name. The value of a brand name can be attributed to its impact on pricing power, leading to higher margins, and its ability to attract customers and capital providers. The value of a brand name can be measured by comparing the company's operating margins to those of its competitors. In the case of Nike, the company has consistently earned higher operating margins than its competitors, indicating a premium brand name. However, the decline in this margin differential in recent years has raised concerns about the company's brand name value. To address these concerns, Nike has appointed a new CEO, which has led to a bounce in the company's stock price. The value of a brand name can be difficult to isolate and value, especially when a company has multiple competitive advantages. The creation of a brand name involves a mix of happy accidents, good timing, and great merchandising.