whitepaper: Brand in the Boardroom

• The growth in intangible assets and the changing role of marketing, compels boards to better understand how brands create business and shareholder value
• Brand equity and brand value are indicators of future income earning capacity, unlike traditional accounting which takes a more historical perspective of an organisation’s performance. 
• It is the marketing asset related measures that are increasingly sought by financial analysts and investors to help understand the future health and prospects of a business.

The key role of the board of directors of an organisation can be summarised as oversight of the organisation’s governance and performance, with the objective of maximising prosperity, while acting in the interests of shareholders and stakeholders.

Mark Crowe, Managing Director, Brand Finance Australia