The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms

Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Regular measurement and analysis of the financial value of brands demonstrates the material contribution of brands to the overall value of the enterprise, an excellent decision- making tool to enhance long-term enterprise value.

A hallmark of the bo...