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The Value of the B2B Brand

02 March 2017, 09:00–14:00 UK Time

Every organisation knows that its brand holds a certain amount of value – from the brand associations that differentiate the organisation from the competition, to the brand strength that helps keep the brand top of mind, to the monetary value of the brand as an intangible asset.  But how do organisations go about determining the value of their brands, and how can this information be used?  

Our “Value Of The B2B Brand” event brings together some of the leading practitioners in the area of brand valuation and brand measurement.  Sessions will look at the latest thinking in b2b branding: from the role of emotion, to the importance of b2b branding to an organisation; as well as the latest findings from B2B International’s survey of b2b marketers, and the opportunities for b2b brands. 

The sessions will look at how organisations measure the health of their brands, and how businesses can use this information to drive action.  As well as talking us through the importance of putting a financial value on your brand, how this is done in b2b markets, and the benefits this brings to organisations that do this. There will be the opportunity to network with industry peers over lunch.


09:00 - 09:30


09:30 - 10:30

Carol-Ann Morgan, Director, B2B International
Theo Kroese, Global Director of Marketing & Communication, Mammoet
Matthew Powell, Research Director, B2B International


10:30 - 11:15

Nick Hague, Director, B2B International

11:15 - 11:45

Coffee break

11:45 - 12:15

David Haigh, CEO, Brand Finance plc


12:15 - 13:15

Bryn Anderson, Client Services Director, Brand Finance plc

Andy Moore, Insights & Research Director, Brand Finance plc

13:15 - 14:00 Lunch & networking  
02 March 2017, 09:00–14:00 UK Time
to be notified of future events


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).

Andy Moore
Insights Director
Brand Finance

Andy joined Brand Finance as Insight & Research Director in 2013. He has a wealth of experience in international research, with over 25 years in the field, many of which were spent in senior leadership positions at Mars, PepsiCo and Vodafone. Whilst Director of Customer Insight and Segment Strategy at Vodafone, Andy set up and developed the insight function, and was a key player in the creation of the Vodafone brand globally . During his time at Brand Finance, Andy has worked for many notable clients including Holcim, HSBC, Turkish Airlines, Vodafone and Shell. With his expertise in linking customer insight to brand and marketing implications, Andy has been able to advise clients about their brand and marketing strategy, enabling them to take important decisions about how to maximise their brand’s utility. This advice has covered a wide range of issues including; brand architecture, brand positioning, portfolio management, brand franchising and licencing agreements.  Andy originally graduated from St John’s College, Cambridge, with a degree in Natural Sciences

Bryn Anderson
Brand Finance

ICAEW Qualified Chartered Accountant with over 12 years’ experience working as a professional consultant on global brands across many sectors including banking, insurance, telecoms and government services.

Bryn was previously Director of Sports Services at Brand Finance, working extensively for sports teams (Rights Holder) and corporate brands (sponsor) on brand and commercial strategy.

Bryn’s expertise lies in evaluating the financial impact of brand, marketing, sponsorship activities and strategic investments to support decision making at a C-Suite and Board level. Whilst at Brand Finance, Bryn has led strategic valuation assignments globally, advising on a wide range of branding issues including: positioning, architecture, portfolio analysis, brand extension, budget allocation, dashboards, return on investment analysis and licensing and M&A. Bryn has gained exposure working with large blue-chip companies across Europe, Australasia, Middle East and North America, dealing with clients and stakeholders at both C-suite and Board level.

Matthew Powell
Research Director
B2B International

Matthew is a Research Director at B2B International. He joined the company in 2004 at our Manchester HQ, and now heads up B2B International’s London office. He has worked with some of the world's largest B2B organisations across a number of sectors, with a particular focus on the tech sector.

Brand research is an area of specialism for Matthew, having worked with a number of Fortune 500 companies on measuring and enhancing their brand. He is a certified member of the MRS and ESOMAR and has spoken on the topic of b2b brand at a number of conferences.

Nick Hague
B2B International

Nick Hague is the Co-founder and Chairman of B2B International. Over the last 20 years Nick has managed and implemented numerous B2B brand research programmes across the world. He is widely published having written two books and many white papers and articles on the subject of B2B research and branding.

Nick has a wide range of experience in helping B2B organisations bring their brand to life through the customer experience that they deliver, and how a brand can be embodied at every customer touchpoint.

Carol-Ann Morgan
B2B International

Carol-Ann is a founding Director at B2B International currently working across both London and Manchester offices. She has 20 years’ experience in B2B research and is a lead consultant on a range of projects involving B2B branding.

Carol-Ann is passionate about B2B branding, having worked with many large global and national corporations to help measure their brand health, and in particular to help ensure their brand is represented in value propositions and in the customer experience businesses deliver.

Theo Kroese
Global Director of Marketing & Communication

Theo Kroese is a specialist in Industrial Marketing. After his MBA in Rotterdam, Theo worked for six years as consultant in the areas of Strategy and Corporate Finance. Working for multiple media companies, Theo grew passionate about the opportunities of new media and, hence, in 1993 started one of the first Dutch full service internet companies. Theo believes strong brands are built from within and the ‘virtual’ world of companies is interconnected with their ‘real’ world of people that achieve something together – with this belief in mind, he later founded marketing consultancy ‘Kroese brands and behaviour’. In 2011, he joined SHV, one of the oldest and largest family-owned businesses in the Netherlands. From there he was assigned to his current role as Global Director of Marketing & Communication of Mammoet.


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