Brand equity: Why do they still not get it?

If CFOs understood how marketing sustains premium prices, they would value it more. Instead, a preoccupation with ROI and the bottom line has been allowed to erode brand equity.

Brand equity: Why do they still not get it?

Tim AmblerAdam Smith Institute

The popular misconceptions that have led marketing to be blamed for the financial crisis are rooted in the boardroom

Once again, a cracking issue of Market Leader(June 2012) in which the young at heart warriors, Winston Fletcher, Jeremy Bullmore, Hugh Davidson, and Hugh Burkitt in particular, together make an irresistible case for the centrality of marketing in modern society. Doubt not that marketing is vital and positive. The country lives off those companies making an honest buck, paying their taxes and propping up spendthrift...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands