The annual report on the most valuable pharmaceutical brands 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. Companies invest heavily in branding, but often fail to effectively use their most important assets. Monitoring brand performance should be a priority, but it is often done poorly and lacks financial rigor. 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 marketing and finance, providing experience across a wide range of disciplines and emphasizing the importance of making money through effective branding.
