Spring Summit Videos

If you missed the fascinating content from MASB Spring Summit on April 7, check out these two sessions. Karen Ebben and Mike Wokosin of the MASB Sponsorship Accountability Metrics Project share progress and learnings from the first four years of this ambitious undertaking. Making and Saving Millions through Brand Measurement – How implementing the …

Financial Value of Brands Imperative Available to Academics

MASB, the Marketing Accountability Standards Board, is offering its recently published The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms at a discounted academic use rate: $495 for 1,000 students. There is no duration limit so this use can be spread across classes/semesters/years until the 1,000-student limit is met. The 42-page …

Brands Must Be Valued in Financial Terms, Says New MASB Paper

Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. According to MASB, the Marketing Accountability Standards Board, regular measurement and analysis of the financial value of brands …

“TV’s Brand-Building Power” Wins ARF Best Practitioner Paper

Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review — Why the Persuasion Rating Point (PRP) Is a More Accurate Metric than the GRP (Journal of Advertising Research, Dec. 2020) has received the 2021 ARF Great Mind Award for Best Practitioner Paper. According to reviewer Mike Hess of Hess Consulting, “This extraordinary work has …

Brand Finance’s Brand Value Rankings Earn MASB Certification

The Marketing Accountability Standards Board (MASB) has announced that Brand Finance’s Brand Value Rankings have been certified through the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship between marketing measurement and financial performance. The audit is now included in the MMAP Metric Catalog. Brand Value Rankings are a global study …

Brand Valuation vs. Brand Evaluation – What’s the Difference?

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 standard puts forth a framework of principles for conducting a brand evaluation, which includes …

Developing Global Brand Standards with ISO

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 brand valuation. Released in 2010, ISO 10668 Brand Valuation set out principles for valuing …