Marketing is an Investment

Brand strength is critical to a firm’s success

This report presents evidence and arguments for treating brand marketing as a sustained strategic investment in a company’s long-term business priorities, and not simply as a cost to manage.

"Marketing as an Investment" outlines the problem of why marketing expenditure is too often a victim of short-term budget cuts and presents exclusive new findings from an IPA survey with Brand Finance, the brand valuation and strategic consultancy, of perceptions about marketing among more than 200 UK and US investment analysts.

The report shows evidence of how maintaining marketing budgets has helped the recent pricing and profit performance of some major brand-owning companies. The report closes with recommendations on how marketers can make a more persuasive case that marketing can be a long-term investment in future business growth to a variety of financial audiences, from CFOs and boards to analysts and accounting bodies.