Auto1002017Theannualreportontheworld’smostvaluableautomobilebrandsFebruary2017BrandFinanceAuto100&Tyres10February20173.BrandFinanceAustralia100March20162.3.BrandFinanceGlobal500February20162.BrandFinanceAirlines3030February20152.BrandFinanceAuto100&Tyres10February20172.ForewordContentsDavidHaigh,CEO,BrandFinanceWhatisthepurposeofastrongbrand;toattractcustomers,tobuildloyalty,tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’.Hugeinvestmentsaremadeinthedesign,launchandongoingpromotionofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrandperformanceshouldbethenextstep,butisoftensporadic.Whereitdoestakeplaceitfrequentlylacksfinancialrigourandisheavilyreliantonqualitativemeasurespoorlyunderstoodbynon-marketers.Asaresult,marketingteamsstruggletocommunicatethevalueoftheirworkandboardsthenunderestimatethesignificanceoftheirbrandstothebusiness.Skepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbomayfailtoagreenecessaryinvestments.Whatmarketingspendthereiscanenduppoorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidanceoraccountability.Theendresultcanbeaslowbutsteadydownwardspiralofpoorcommunication,wastedresourcesandanegativeimpactonthebottomline.BrandFinancebridgesthegapbetweenthemarketingandfinancialworlds.Ourteamshaveexperienceacrossawiderangeofdisciplinesfrommarketresearchandvisualidentitytotaxandaccounting.Weunderstandtheimportanceofdesign,advertisingandmarketing,butwealsobelievethattheultimateandoverridingpurposeofbrandsistomakemoney.Thatiswhyweconnectbrandstothebottomline.Byvaluingbrands,weprovideamutuallyintelligiblelanguageformarketersandfinanceteams.Marketersthenhavetheabilitytocommunicatethesignificanceofwhattheydoandboardscanusetheinformationtochartacoursethatmaximisesprofits.Withoutknowingtheprecise,financialvalueofanasset,how...
