The Brand Finance US 500 June 2018 report highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the primary purpose of a brand is to make money. Despite the significant investments made in brand design, launch, and promotion, many organizations fail to effectively utilize their most important assets. Monitoring of brand performance should be the next step, but it is often sporadic and lacks financial rigor. This results in marketing teams struggling to communicate the value of their work and boards underestimating the significance of their brands to the business. Brand Finance bridges the gap between marketing and finance by providing experience across a wide range of disciplines and connecting brands to the bottom line.
