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Brands are major contributors to the value of most enterprises. They are crucial to generating demand and can be pivotal to mergers & acquisitions, investor relations, and even financial reporting.
Despite this, many companies have a poor line of sight between brand investment and future earnings. This increases the risk of poor decisions regarding brand strategy and brand investment. In a benign economic climate the impact is less apparent than times when budget and profits are hard to come by. Poor visibility of brand economics makes it difficult to differentiate between marketing inefficiencies, activities that support short term demand, and investment that will yield a high return in the upturn.
The Australian Marketing Institute - Brand Finance Forum™ brings together a unique combination of speakers to explore the strategic and commercial implications of brand management in a harsh economic climate. The focus of the event is as much on the use of the corporate accelerator as on the brakes and steering wheel.
The event flows from the Brand Finance Forum that has been held at the London Stock Exchange since 2004. A highly successful Forum was held in Australia last year; the audience reflecting the fact that the creation and protection of brand value requires coordinated input from senior executives in Finance and Operations as well as Marketing.
We look forward to joining you at the Forum in July to ensure you are leveraging your marketing assets.
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Roger James
FAMI CPM
Chairman, Australian Marketing Institute |
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Tim Heberden
AFAMI CPM CA
Managing Director, Brand Finance (Australia) |
Winning in a World of Fluctuating Asset Values
Brand Finance's Global Intangibles Tracker reveals that intangible assets contributed 40% of global market value at 31 December 2008 - a massive decline in comparison to their contribution of 63% a year earlier. Global brand value declined by about 25% in this period – less severe than the 59% wipe-out of total intangible value (US$22 trillion).
- Does this imply a big reduction in the value of most Australian brands?
- Which Australian Brand portfolios have been the winners over the last year?
- What role can brands play in reclaiming lost enterprise value?
“I can make a whole lot more money
skilfully managing intangible assets
than managing tangible assets.” - Warren Buffet, CEO Berkshire Hathaway
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