The annual report on the most valuable Swedish brands, published by Brand Finance Sweden in August 2018, highlights the importance of strong brands in attracting customers, building loyalty, and motivating staff. However, the primary purpose of a commercial brand is to make money, as huge investments are made in their design, launch, and promotion. Unfortunately, many organizations fail to effectively utilize their most important assets by not monitoring brand performance and lacking financial rigor in their analysis. This results in poor communication between marketing and finance teams, which can lead to a negative impact on the bottom line. Brand Finance bridges the gap between marketing and finance by providing expertise in market research, visual identity, tax, and accounting, and connecting brands to the bottom line.
