Brand Finance Global 500 February 2017 1.
Global
500
2017
The annual report on the worldˉs most valuable brands
February 2017
Brand Finance Global 500 February 2017Brand Finance Global 500 February 2017 2. 3.Brand Finance Global 500 February 2016 2.Brand Finance Airlines 30 30 February 2015 2.Brand Finance Global 500 February 2017 2.
Foreword
What is the purpose of a strong brand; to attract
customers, to build loyalty, to motivate staff All
true, but for a commercial brand at least, the frst
answer must always be to make moneyˉ. Huge
investments are made in the design, launch and
ongoing promotion of brands. Given their
potential fnancial value, this makes sense.
Unfortunately, most organisations fail to go
beyond that, missing huge opportunities to
effectively make use of what are often their most
important assets. Monitoring of brand
performance should be the next step, but is
often sporadic. Where it does take place it
frequently lacks fnancial rigour and is heavily
reliant on qualitative measures poorly
understood by non-marketers. As a result,
marketing teams struggle to communicate the
value of their work and boards then
underestimate the signifcance of their brands to
the business. Skeptical fnance teams,
unconvinced by what they perceive as marketing
mumbo jumbo may fail to agree necessary
investments. What marketing spend there is can
end up poorly directed as marketers are left to
operate with insuffcient fnancial guidance or
accountability. The end result can be a slow but
steady downward spiral of poor communication,
wasted resources and a negative impact on the
bottom line.
Brand Finance bridges the gap between the
marketing and fnancial worlds. Our teams have
experience across a wide range of disciplines
from market research and visual identity to tax
and accounting. We understand the importance
of design, advertising and marketing, but we
also believe that the ultimate and overriding
purpose of brands is to make money. That is
why we connect brands to the bottom line. By
valuing brands, we provide a mutually intelligible
language for marketers and fnance teams.
Marketers then have the ability to communicate
the signifcance of what they do and boards can
use the information to chart a course that
maximises profts. Without knowing the precise,
fnancial value of an asset, how can you know if
you are maximising your returns If you are
intending to license a brand, how can you know
you are getting a fair price If you are intending
to sell, how do you know what the right time is
How do you decide which brands to discontinue,
whether to rebrand and how to arrange your
brand architecture Brand Finance has
conducted thousands of brand and branded-
business valuations to help answer these
questions.
Brand Financeˉs recently conducted share price
study revealed the compelling link between
strong brands and s
。。。以上简介无排版格式，详细内容请下载查看