The annual report on the most valuable commercial services brands for February 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, as investments in brand design, launch, and promotion can result in significant financial value. Despite this, many organizations fail to effectively use their brands, missing out on valuable opportunities. Monitoring brand performance should be a priority, but it is often done in a sporadic and qualitative manner, which can lead to poor communication and underestimation of the brands' significance by non-marketers. This can result in a negative impact on the bottom line, as marketing teams are left to operate with insufficient financial guidance or accountability. Brand Finance bridges the gap between marketing and finance, providing experience across a wide range of disciplines and emphasizing the importance of brands in making money.
