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 …

New ISO Standard Offers Integrated Brand Value Reporting Process

The new ISO standard for Brand Evaluation is the Golden Ticket  for marketers as it offers an integrated reporting process for brand value. MASB represented the U.S. in the development of ISO 20671 under the auspices of the American National Standards Institute (ANSI). ISO Technical Committee 289, which crafted the new standard, is meeting …

New Brand Evaluation Standard ISO 20671 is Marketers’ Golden Ticket

A new global standard for brand evaluation, ISO 20671, recognizes that a brand’s primary purpose is to increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity. For the first-time, brand owners have a globally applicable and accepted approach to monitoring their brands, and according to MASB, the Marketing Accountability Standards Board, …