The annual report on the most valuable mining, iron and steel brands for February 2018, produced by Brand Finance, highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the first purpose of a strong brand should 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. 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, providing expertise in market research, visual identity, tax, and accounting. The ultimate purpose of brands is to make money, and Brand Finance helps organizations effectively use their brands to achieve this goal.
