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1、Global5002017Theannualreportontheworld’smostvaluablebrandsFebruary2017BrandFinanceGlobal500February20171.ForewordContentssteadydownwardspiralofpoorcommunication,Definitions4wastedresourcesandanegativeimpactonthebottomline.Methodology6ExecutiveSummary8BrandFinancebridgesthegapbetweenthemark
2、etingandfinancialworlds.OurteamshaveFullTable18experienceacrossawiderangeofdisciplinesfrommarketresearchandvisualidentitytotaxUnderstandYourBrand’sValue28andaccounting.Weunderstandtheimportanceofdesign,advertisingandmarketing,butweHowWeCanHelp30alsobelievethattheultimateandoverridingContac
3、tDetails31purposeofbrandsistomakemoney.Thatiswhyweconnectbrandstothebottomline.Byvaluingbrands,weprovideamutuallyintelligiblelanguageformarketersandfinanceteams.DavidHaigh,CEOMarketersthenhavetheabilitytocommunicatethesignificanceofwhattheydoandboardscanBrandFinanceusetheinformationtochart
4、acoursethatmaximisesprofits.Withoutknowingtheprecise,Whatisthepurposeofastrongbrand;toattractfinancialvalueofanasset,howcanyouknowifcustomers,tobuildloyalty,tomotivatestaff?Allyouaremaximisingyourreturns?Ifyouaretrue,butforacommercialbrandatleast,thefirstintendingtolicenseabrand,howcanyouk
5、nowanswermustalwaysbe‘tomakemoney’.Hugeyouaregettingafairprice?Ifyouareintendinginvestmentsaremadeinthedesign,launchandtosell,howdoyouknowwhattherighttimeis?ongoingpromotionofbrands.GiventheirHowdoyoudecidewhichbrandstodiscontinue,potentialfinancialvalue,thismakessense.whethertorebrandandh
6、owtoarrangeyourUnfortunately,mostorganisationsfailtogobrandarchitecture?BrandFinancehasbeyondthat,missinghugeopportunitiestoconductedthousandsofbrandandbranded-effectivelymakeuseofwhatareoftentheirmostbusinessvaluationstohelpanswertheseimportantassets.Monitoringofbrandquestions.performance
7、shouldbethenextstep,butisoftensporadic.WhereitdoestakeplaceitBrandFinance’srecentlyconductedsharepricefrequentlylacksfinancialrigourandisheavilystudyrevealedthecompellinglinkbetweenreliantonqualitativemeasurespoorlystrongbrandsandstockmarketperformance.Itunder
