PUBLICATIONS
Forbes: Demystifying The Science Underlying Brand Positioning • Diorio • Aug 2022
ISO Focus: What’s in a Brand? featuring Bobby Calder • Calder Mar/Apr 2020
Forbes: The Financial Power of Brand Preference • Diorio Jan 2019
Newswire: Definition of ‘Brand’ Continues to Evolve • Decker-Hoppen Sep 2018
MASB: Why is Brand Missing from Boardroom Discussions? • Aug 2017
Ad Age: One Marketing Metric to Rule Them All? • Neff Nov 2015 PDF
JBM: A Case for Brands as Assets • Sinclair & Keller May/Jun 2014
Universal Marketing Dictionary
brand | brand equity | brand image | brand name | brand preference | brand purpose | brand strength | brand value
VIDEOS
Brand Valuation or Brand Evaluation: What’s the Difference?MASB Director of Communication Erich Decker-Hoppen uses the Common Language Marketing Dictionary to define the two terms behind the ISO’s global brand standards – and introduces a new, improved term for one of them. |
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A Practitioner’s View of Brand ValuationJoanna Seddon, former President of Global Brand Consulting at Ogilvy and Chair of the AMA Marketing Hall of Fame, discusses how brand creates value and offers a new way of looking at the financial valuation of brands. |
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MARKETING DICTIONARY: Local, Regional and Region BrandWhen is a brand “local” versus “regional”? When is it a “region brand?” MASB Director of Communication Erich Decker-Hoppen draws on the Common Language Marketing Dictionary for the answers. |
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MARKETING DICTIONARY: Brand PurposeWhat is brand purpose and why is it a brand’s “North Star?” Indiana University Assistant Professor of Marketing Mansur Khamitov explains! |
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Five Compelling Reasons for Brand PreferenceMASB Executive Director Frank Findley recommends the Brand Preference marketing metric for linking marketing activities to financial results – otherwise known as marketing accountability. |
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What Is a Brand?Dartmouth College Marketing Professor Kevin Lane Keller explains the difference between a “brand” and a “Brand.” |
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Accounting for BrandsDartmouth College Marketing professor Kevin Lane Keller discusses “The Moribund Effect,” a financial accounting issue that makes it difficult to evaluate acquired brands. |
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What Is an Intangible Asset?University of Georgia Marketing Professor Neil Bendle defines “intangible asset” and compares it to tangible assets. |
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Managing Intangible Assets for Value CreationDr. Jim Gregory, Senior Fellow at The Conference Board, gives his perspective on valuing brands and other assets we cannot touch. |
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These and many more videos can also be viewed directly on YouTube’s MASB Channel.
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