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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 will discuss the latest developments, best practices and cases in brand valuation and evaluation and how you can connect the dots between marketing and finance.

Join David Haigh, Chairman at the Brand Finance Institute as he 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.

This Masterclass will stream live on YouTube, Facebook & LinkedIn on 6th May, 2021 at 1pm.

Click here to join the live event stream.

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
Founder and CEO
Brand Finance

David is the CEO and founder of Brand Finance plc. David qualified as a Chartered Accountant with Price Waterhouse in London. He worked in international financial management then moved into the marketing services sector, firstly as the Financial Director of The Creative Business and then as Financial Director of WCRS & Partners. He left to set up a financial marketing consultancy, which was later acquired by Publicis, the pan European marketing services group, where he worked as a director for five years.

David moved to Interbrand as Director of Brand Valuation in its London-based global brand valuation practice, leaving in 1996 to launch Brand Finance. David has represented the British Standards institute on the International Standards Committee working party on the standardisation of brand valuation methods and practices, whose draft standard (ISO 10668) was published in November 2010.

David has written many articles for the marketing and financial press on branded businesses and brand valuation and is the author of numerous publications. He also lectures on the subject of branded business, brand and intangible asset valuation at many of the leading business schools around the world.

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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