The annual report on the world's most valuable commercial services brands, published by Brand Finance in April 2017, highlights the importance of strong brands for attracting customers, building loyalty, and motivating staff. However, the report also notes that many organizations fail to effectively use their most important assets, which are their brands. Monitoring of brand performance should be the next step, but it is often sporadic and lacks financial rigor. This leads to marketing teams struggling to communicate the value of their work and boards underestimating the significance of their brands to the business.
