“Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measuredin financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Regular measurement and analysis of the financial value of brands demonstrates the material contribution of brands to the overall value of the enterprise, an excellent decision- making tool to enhance long-term enterprise value.”
The Marketing Accountability Standards Board (MASB), has released the second edition of its publication, “The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms” available in print from Amazon.com. An ebook version will be published later.
Written by Jim Meier, Frank Findley, Vithala Rao, PhD, and the late Tony Pace, this updated and expanded version of the original white paper is in four parts:
- Why Brands Must be Valued in Financial Terms
- The Brand Value Accounting Dilemma
- Emerging Best Practices
- The Path Forward
A hallmark of the book is its FVB Measurement Provider Summaries, where top marketing measurement firms explain how their services value brands in financial terms. Brand Finance, Kantar BrandZ, Interbrand, Ogilvy Consulting, and Presciant all report.
The book also includes a variety of additional related content, including Measuring Brand Equity and Brand Value, relevant terms from the Universal Marketing Dictionary, and the recently published white paper, The Bud Light Brand Divorce, which describes how impaired brand preference led to persistent sales volume decline.
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