The report provides an overview of the most valuable Australian brands in 2018, as determined by Brand Finance. The purpose of a strong brand is to make money, and companies should monitor their brand performance and use financial measures to evaluate its effectiveness. However, many organizations fail to do so, leading to poor communication, wasted resources, and a negative impact on the bottom line. Brand Finance bridges the gap between marketing and finance by providing financial guidance and accountability for marketing spend. The company has experience in a range of disciplines and understands the importance of design, advertising, and marketing, but also recognizes that the ultimate purpose of brands is to generate revenue.
