The report, "Alcoholic Beverages 2017," published by Brand Finance, provides an annual ranking of the world's most valuable alcoholic beverage brands. The report covers both spirits and beers, and includes a methodology section and an executive summary for each category. The report also includes a contact details section and a contents page. The purpose of a strong brand is to attract customers, build loyalty, and motivate staff, but the first answer for a commercial brand must always be to make money. The report suggests that monitoring of brand performance should be the next step, but it is often sporadic and lacks financial rigor. Marketing teams struggle to communicate the value of their work, and boards underestimate the significance of their brands to the business.
