The annual report on the world's most valuable apparel brands for March 2018, published 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 utilize 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 in market research, visual identity, tax, and accounting to help brands make money.
