The annual report on the world's most valuable aerospace & defence brands, published by Brand Finance in July 2018, highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the first purpose of a strong brand should always be to make money. Despite the significant investments made in the design, launch, and promotion of brands, many organisations fail to effectively use their most important assets. Monitoring of brand performance should be the next step, but it is often sporadic and lacks financial rigor. As a result, marketing teams struggle to communicate the value of their work, and boards underestimate the significance of their brands to the business. Brand Finance bridges the gap between marketing and finance, providing expertise across a wide range of disciplines to help organisations effectively use their brands to make money.
