The annual report on the most valuable food and soft drink brands for June 2018, produced by Brand Finance, highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the primary purpose of a commercial brand is to make money, and most organizations 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 and understanding the importance of design, advertising, and marketing, but ultimately, the purpose of brands is to make money.
