Managing the brand as an intangible asset

Many of the world’s biggest companies derive more than half their value from their brands. And, more generally, there’s clear evidence that building strong brands through effective marketing can have a very positive impact on share price.

Managing the brand as an intangible asset

UNDERSTANDING THE VALUE OF INTANGIBLE ASSETS

Through our BrandZ work, we can estimate the contribution of brands to company earnings. This varies widely between categories: from luxury goods, hair care and drinks, where a strong brand is very important; through financial services, where personal relationships (particularly in the B2B space) play a greater part; to motor fuel, where factors such as price and location drive a high proportion of revenues:

Where brand contributes most

The evidence is that stronger brands are more likely to generate a stronger share price.

The more a brand...

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Insights Team
Bray Leino

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