Owning a word in the mind of the consumer = 

Consumer & brand loyalty: This can extend generations, their children’s children may maintain brand interest simply because their parents heavily associated with & referenced  your brand.

Industry mindshare: The industry remains cognizant of your presence. This becomes a strong position of leverage within the market. It becomes exponentially harder to lose market share in an industry where you’re the point of reference for that industry stands for. 

While these aren’t the only the benefits, they’re some of the most important because they’re revenue additive factors.