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Thu, 06 May


Online Masterclass

IAA Masterclass - Why Brands Matter

Bridging the Gap Between Marketing & Finance

Registration is Closed
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IAA Masterclass - Why Brands Matter
IAA Masterclass - Why Brands Matter

Time & Location

06 May 2021, 13:00

Online Masterclass

About the Event

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 first answer must always be ‘to make money’. Huge investments are made in brands and monitoring brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial 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 significance of their brands to the business. That is why we connect brands to the bottom line. By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the value of an asset, how can you know if you are maximising your returns? In this masterclass, we will discuss the latest developments, best practices and cases in brand valuation and evaluation and how you can connect the dots between marketing and finance.

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