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1、Global5002018Theannualreportontheworld’smostvaluablebrandsFebruary2018Foreword.Whatisthepurposeofastrongbrand:toattractcustomers,tobuildloyalty,tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’.Hugeinvestmentsaremadeinth
2、edesign,launch,andongoingpromotionofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrandperformanceshouldbethe
3、nextstep,butisoftensporadic.Whereitdoestakeplace,itfrequentlylacksfinancialrigourandisheavilyreliantonqualitativemeasures,poorlyunderstoodbynon-marketers.DavidHaighAsaresult,marketingteamsstruggletocommunicatethevalueoftheirworkandCEO,BrandFinanceboardsthenunderes
4、timatethesignificanceoftheirbrandstothebusiness.Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbo,mayfailtoagreenecessaryinvestments.Whatmarketingspendthereis,canenduppoorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidance
5、oraccountability.Theendresultcanbeaslowbutsteadydownwardspiralofpoorcommunication,wastedresources,andanegativeimpactonthebottomline.BrandFinancebridgesthegapbetweenmarketingandfinance.Ourteamshaveexperienceacrossawiderangeofdisciplinesfrommarketresearchandvisualid
6、entitytotaxandaccounting.Weunderstandtheimportanceofdesign,advertising,andmarketing,butwealsobelievethattheultimateandoverridingpurposeofbrandsistomakemoney.Thatiswhyweconnectbrandstothebottomline.Byvaluingbrands,weprovideamutuallyintelligiblelanguageformarketinga
7、ndfinanceteams.Marketersthenhavetheabilitytocommunicatethesignificanceofwhattheydo,andboardscanusetheinformationtochartacoursethatmaximisesprofits.Withoutknowingtheprecise,financialvalueofanasset,howcanyouknowifyouaremaximisingyourreturns?Ifyouareintendingtolicens
8、eabrand,howcanyouknowyouaregettingafairprice?Ifyouareintendingtosell,howdoyouknowwhattherighttimeis?Howdoyoudecidewhichbrandstodiscontinue,whethertorebr
