During MASB Summer Summit, Aug. 8–9 at Rutgers Business School, Dawn Colossi and Edgar Baum will present “The Value of Measuring Brand as a Revenue and Valuation Driver.” Request your invitation from events@themasb.org. Colossi is CMO at Software AG and the former …
China established its annual Brand Day eight years ago. At last December’s plenary meeting, the Standardization Administration of China (SAC), currently serving as TC289 Secretariat, proposed expanding the celebration to global scale. Here are some of this year’s World Brand …
Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent in driving revenue. Identifying the variability of when, where, and with who your brand drives purchasing decisions is …
The implementation of global brand evaluation standards, including those for geographic indications and tourism cities, was the leading topic at the 9th Plenary Meeting of Technical Committee 289 of the International Organization for Standardization (ISO) which took place Nov. 30 …
As brands are too often treated as incidental business expenses, the ISO (International Organization for Standardization) calls for brands to be proactively managed and measured at least annually to increase firm value as established by improvements in brand strength and …
David Haigh’s innovative work on techniques for financial brand valuation helped lay the foundation for brands to be treated as valuable corporate assets – an important theme for MASB, the Marketing Accountability Standards Board. At its fall summit last week, …
The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world to publish ISO 20671, a global standard for brand evaluation designed to grow brand-owner value. As brands are too …
The terms brand valuation and brand evaluation are in the news with the launch of unanimously-approved global standard ISO 20671 Brand Evaluation – Principles and Fundamentals. How different can these terms be that differ by just one letter? The new …
By working with ISO Consultants, the International Organization for Standardization, MASB is playing an increasingly influential role in the development of new global brand standards. In 2007, ISO set up Technical Committee 289 to draft an international standard on monetary …
The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand evaluation reporting. Included in the list of example financial metrics is return on brand and marketing investments. Yet no details on …
