The annual report on the most valuable cosmetics brands for May 2018 is presented by Brand Finance. The report 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. The report also emphasizes the importance of monitoring brand performance, but this is often not done effectively, and the financial rigor is lacking. 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 in market research, visual identity, tax, and accounting. The ultimate purpose of brands is to make money, and Brand Finance connects brands to the bottom line.
