As an expert on the value creation of intangible assets, in particular brands and customer franchises, Jan Lindemann has a presence across the world.

He has just recently completed a book on the subject – the Economy of Brands – which has been published by Palgrave Macmillan in June 2010.

He is currently a management consultant, providing marketing and financial advice.

He was global managing director at Interbrand Group, where he built the firm’s global brand valuation and analytics practice.

This included the creation and management of the ranking of the best global brands, published annually in Business Week magazine.

In his earlier career he was a mergers and acquisitions advisor for the Chase Manhattan Bank.

He holds an MA in international economics and international politics from the School of Advanced International Studies, of the Johns Hopkins University in Washington DC.

Mr Lindemann said: “The past 25 years have seen the recognition of intangible assets as the main drivers of business and shareholder value.

“In many businesses brands now account for the majority of company value.

“This is not only true for the classic consumer goods businesses such as Coca-Cola or Unilever, but also for many companies selling to a professional business audience such as IBM and Thomson Reuters.

“Most accounting standards around the world require companies to capitalise acquired intangible assets such as brands on their balance sheets.

“Studies conducted by myself, academics and various consulting firms demonstrate that brands usually account for between 30 and 80 per cent of shareholder value.

“The various aspects of the value creation of brands demonstrate that both the business and finance communities acknowledge the economic value of branding.

“Brands generate and secure a loyal customer base and the recurring cash flows from it.

“Brands enable companies to enter new markets and shift their business focus to adapt to changing market conditions.

“The brand is one of the few business assets that if properly managed and invested in can appreciate in value on an ongoing basis.

“The brand is one of the most sustainable assets outliving the average corporation.

“Of the leading global 100 brands, about 70 per cent are older than 50 years and most of the younger brands have emerged in new categories such as IT and internet.

“It also shows that brands, if properly managed and invested in, can keep their leadership position for a very long time, as evidenced by brands such as Coca-Cola, IBM, Mercedes, Louis Vuitton and Goldman Sachs.

“Brands help companies to outperform on the stock market. Companies with strong brands generate higher returns at a lower risk, compared with competitors and market indices.

“It is therefore important to understand how the economy of brands works, and how it can be exploited to create sustainable shareholder value.”