The Brand Finance Australia 100 report for March 2015 highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the primary purpose of a strong brand is 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 the next step, but it is often done in a sporadic and poorly quantitative manner. 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 the marketing and financial worlds, providing experience and expertise in market research, visual identity, tax, and accounting.
