Cosmetics502018TheannualreportonthemostvaluablecosmeticsbrandsMay2018BrandFinanceCosmetics50May20183.Foreword.Whatisthepurposeofastrongbrand:toattractcustomers,tobuildloyalty,tomotivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’.Hugeinvestmentsaremadeinthedesign,launch,andongoingpromotionofbrands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,mostorganisationsfailtogobeyondthat,missinghugeopportunitiestoeffectivelymakeuseofwhatareoftentheirmostimportantassets.Monitoringofbrandperformanceshouldbethenextstep,butisoftensporadic.Whereitdoestakeplace,itfrequentlylacksfinancialrigourandisheavilyrelianton...