The Brand Finance Mining, Iron & Steel 25 February 2015 report highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the primary purpose of a brand is to make money. Many organizations fail to effectively use their most important assets, the brands, by failing to monitor brand performance and communicate the value of their work to boards. Marketing teams may struggle to convince finance teams of the significance of their brands to the business, leading to poor investments and wasted resources. Brand Finance bridges the gap between the marketing and financial worlds, providing experience across a wide range of disciplines to help organizations effectively use their brands to make money.
