Brands create financial value
As economies become global and information more critical, intangible assets have replaced tangibles as the major source of shareholder value.
Of these intangibles, among the most valuable are corporate and product brands.
Higher share prices
Companies that manage the brand as a financial asset have consistently higher
share prices than unbranded companies.
Higher corporate profile
Once strictly the domain of the marketing department, brands have advanced into
boardrooms … and onto the strategic agendas of senior executives.
More attention from analysts
Financial analysts are requesting more extensive communication about brand and marketing
expenditure in company reports.
A factor in mergers and acquisitions
Brands are becoming key components of transactions. Deals are done for the
customer franchise, secured by the strength of the brand