Simplify expression please :)?

[scottish gurl]

Hello just wondering if you could explain what this question means.

How would you leverage the value of the facebook brand going forward?

Its on a case study, is it just asking for a SWOT analysis.
Thanks

[Meg]

Not certain, but I THINK that they are asking how you would increase the value of the facebook brand by using its current value to greater effect. You may very well need to do a SWOT (Strengths, weaknesses, opportunities and Threats) analysis as part of this but then you would need to take the information gained from that in order to complete the question.

"Brand leverage

by David C. Court , Mark G. Leiter , Mark A. Loch
A brand can grow quickly if its owner builds on the foundation of performance, personality, and presence to create innovative strategies for expansion through focus or diversification
Branding is a hot topic in boardrooms around the world because most CEOs recognize that a strong brand is a powerful driver of shareholder value. Indeed, McKinsey analysis suggests that about half of the market value of the Fortune 250 is tied to intangible assets. For some of the world's best-known companies, the figure is even higher."