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IAA Masterclass - Why Brands Matter

06 May 2021, 13:00–14:00

What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be ‘to make money’.

Huge investments are made in brands and monitoring brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers.

As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business.

That is why we connect brands to the bottom line. By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the value of an asset, how can you know if you are maximising your returns?

In this masterclass from the Brand Finance Institute, we discussed the latest developments, best practices and cases in brand valuation and evaluation and how you can connect the dots between marketing and finance.

David Haigh, Chairman at the Brand Finance Institute discusses Why Brands Matter and how marketers can bridge the gap between Marketing and Finance.

Session Introduction and Moderation by Dagmara Szulce, Managing Director, IAA.

The full presentation recording is available to view below.

06 May 2021, 13:00–14:00
In association with
International Advertising Association

The International Advertising Association is a global association that represents all areas of the marketing and communications industry.

The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.

The IAA has established itself as the "global compass" of the MARCOM industry. With our global influence, vast network, and grass roots operations, the IAA is the natural resource for the issues that confront today’s demanding and fast-changing business environment.

International Advertising Association Website

Speakers

David Haigh
Chairman and CEO
Brand Finance

David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Dagmara Szulce
Managing Director
IAA Global

Dagmara joined the International Advertising Association in September of 2017 as the Global Managing Director and is in charge of overseeing IAA Global and it\'s 30 local chapters around the world.

Prior to joining IAA, Dagmara was the President and Founder of Dagmara Szulce LLC, a marketing services consultancy focused on partnering with CMOs and CEOs to build or transform category leading brands.

Dagmara has a 20 year, proven track record building & transforming brands globally and in the US. She has unique expertise in crafting and curating brand experiences across retail, digital and social, with a key objective of igniting consumer desire and irrational loyalty.

Her experience spans across luxury, beauty, fashion, real estate categories.

Her Clients included: P&G, Unilever, Pfizer, Frederic Fekkai, Nespresso, Estee Lauder, Ralph Lauren, Taylor Swift Fragrance, The Diamond Trading Company/DeBeers, Steinway & Sons, The Corcoran Real Estate Group, Seiko, Samuelsohn Fine Tailoring, Roberta Roller Rabbit.

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