Brand value is big business

Brand building is becoming a serious issue for City analysts, who are demanding more information on companies’ brand values, according to a new survey out this week.

“Design is definitely very important” to a company’s brand performance, says a spokesman for marketing accountability firm Brand Finance.

The company surveyed 53 City analysts for the report, Attitudes Towards Disclosure, by Brand Finance managing director David Haigh, a former director of brand valuation at Interbrand.

According to 60 per cent of those interviewed, quoted companies are unnecessarily secretive about disclosure of marketing and advertising spend and performance. More than half of those surveyed also want more specific information on below-the-line activities.