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The “Value” of Brand

Monday, November 30th, 2009

Marketing and finance don’t always see eye to eye on the subject of branding (or should we say, the value of branding). Many creatives don’t fully understand the numbers and few finance people can quantify or qualify creative. These issues may stem from semantics, as each defines “value” quite differently.

Depending on whether you’re on the marketing side or the financial side of the business, branding is either viewed as an investment or as an expense. Those who see it as an expense, are unlikely to see returns, and those who can’t articulate the value that branding can bring are unlikely to attain a budget that is sufficient to carry out their claim. If your message isn’t being well received, it’s up to you to change the delivery—when talking to finance people, talk brand in financial terms. (more…)

Tags: brand, commodity, finance, marketing, value of branding
Posted in Brand Expression, Brand Management, Brand Strategy | 8424 Comments »The+%E2%80%9CValue%E2%80%9D+of+Brand2009-11-30+20%3A22%3A37Mark+Gallagher

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