Brand maintenance is not only a matter for the Marketing Department. The colleagues in Finance should also be interested in a strong brand image. After all, it will help them to reduce the company’s debt ratio and improve its credit rating. These are the findings of Alexander Himme, professor at Kühne Logistics University in Hamburg, and Marc Fischer, professor at the University of Cologne, as published in their study entitled "Financial Brand Value Chain".
The Marketing Department’s main goals are to make brands more recognizable and increase sales. The Finance Department’s work is aimed at safeguarding the company’s financial health. Usually, the two departments speak very different languages. Himme and Fischer’s study shows that it would be better if they were pulling on the same rope.
“We show that marketing activities also have a significant impact on the company’s debt ratio and credit rating,” explained Himme. “A strong brand has an effect on key financial variables such as capital costs and access to fresh capital.” In their study, the scientists evaluated the data from 155 companies.
Coining the term "Financial Brand Value Chain", they show how marketing expenditures impact a company’s financial situation. The higher the investment in advertising and marketing, the higher the customer-based brand equity (CBBE). A higher brand value leads to a lower company debt ratio. After all, a strong brand makes other sources of capital such as the company’s stocks or bonds more attractive to investors. This gives the company greater financial leeway.
And a higher brand value leads credit rating agencies to give the company a better rating. If the company does go into debt, it receives better loan conditions and the costs of borrowed capital are lower. Both the level of debt and the company’s rating from the agencies have an influence on investors’ decisions. A company with a low level of debt and a good rating can acquire fresh capital from investors more easily. On several levels, targeted marketing expenditures help companies to improve their financial situations.
“These findings are new,” said Himme. “For the first time, we are showing that marketing and finance goals are not unrelated but instead, should go hand in hand.” Marketing managers now have new ammunition for their next budget negotiating session. “Our results also indicate that representatives of both departments should get together and work out a joint marketing and finance strategy. This is the only way to achieve optimal results for the company,” added Himme.
He also can quote a few statistics to back up his scientific findings: “If you apply our findings to an average company from our study with annual revenues of $13 billion, a 10% increase in CBBE will translate into a $240 million increase in financial resources.” Himme also says that at the same time, a 10% increase in the market value at this representative company would mean annual interest savings of $58 million.
"Financial Brand Value Chain: How brand investments contribute to the financial health of firms" can be viewed in the pre-print section of the International Journal of Research in Marketing:
For media inquiries:
+49 40 32 87 07-152
Kristina Brümmer | idw - Informationsdienst Wissenschaft
Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik
RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung
Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.
Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...
Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.
In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...
On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.
When choosing materials to make something, trade-offs need to be made between a host of properties, such as thickness, stiffness and weight. Depending on the application in question, finding just the right balance is the difference between success and failure
Now, a team of Penn Engineers has demonstrated a new material they call "nanocardboard," an ultrathin equivalent of corrugated paper cardboard. A square...
Physicists at ETH Zurich demonstrate how errors that occur during the manipulation of quantum system can be monitored and corrected on the fly
The field of quantum computation has seen tremendous progress in recent years. Bit by bit, quantum devices start to challenge conventional computers, at least...
09.11.2018 | Event News
06.11.2018 | Event News
23.10.2018 | Event News
15.11.2018 | Information Technology
15.11.2018 | Life Sciences
15.11.2018 | Life Sciences