The annual report on the most valuable British brands for April 2018 highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the first purpose of a commercial brand must always be to make money. Despite significant investments in brand design, launch, and promotion, many organizations fail to effectively use their most important assets. Monitoring of brand performance should be a priority, 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 in market research, visual identity, tax, and accounting. The ultimate purpose of brands is to make money, and Brand Finance connects brands with the financial goals of the organization.
