Smucker’s $5.6 billion acquisition of Hostess Brands validates the contribution of the financial value of brands to future cash flows, as detailed in the white paper, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms, …
The Truth About Brand Boycotts Jim Meier and co-author Frank Findley saw the Bud Light “brand divorce” coming. Meier explains how their conclusions are supported by the MASB Brand Investment & Valuation (BIV) model, which established drivers of a “generally …
Former finance executive and current MASB Trustee/Treasurer Jim Meier saw the Bud Light “brand divorce” coming. He and co-author Frank Findley (Bud Light “Brand Divorce” Continues – with no end in sight) believed that the travails of the popular beer …
On May 10, 2023, the Marketing Accountability Standards Board (MASB) released its briefing, Bud Light ‘Boycott’ May Not End, Here Is Why. It opined that the travails of Bud Light which began in early April were not a consequence of …
For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a product boycott. [1] This situation started in early April when transgender social media influencer Dylan Mulvaney …
In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College, explains how The Moribund Effect makes it difficult to evaluate acquired brands. In June 2021, …
In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value …
In Part Two of the Financial Value of Brands video series, Joanna Seddon, Managing Partner at Presciant, discusses The Influence of Brands on Enterprise Value and illustrates how brands –through the future stream of cash flows – can be a primary …
In June 2021, MASB issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. Now MASB Chair Dave Stewart is introducing a new video series to further promote the recommendation that “brand-centric …
In today’s tough economy, it is critically important that marketers focus more on brand loyalists than brand occasionalists. Why? Brand loyalists are far more profitable than brand occasionalists, both short- and long-term, because loyalists require no price reduction while occasionalists buy …
