Putting a financial value on your brand plan

In the past, marketing was often said to be unaccountable. Not any more.

Putting a financial value on your brand plan

A VALUE THAT TAKES FUTURE PROFITS INTO ACCOUNT

A brand isn't valuable because of the profits it has made in the past. When the City hold shares in a business, it does so because it expects the company's brands to deliver a stream of profits well into the future.

City analysts have a way of putting a present day value on this long term profitability, which they call Discounted Cash Flow (DCF). Of course, it's impossible to predict with any certainty what future events will have an impact on a brand's success;...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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