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, …
With a recently issued ISO global standard for brand evaluation calling for a better understanding of brands, MASB has added a section on the impact of tax rate changes on brand value to its previously released white paper, Applying the Brand Investment & Valuation Model. This guided tour through the model covers the steps …
Is television as effective as it was in the 1980s? Has its role diminished to the point of non-viability? How does it compare to other media platform options available today? These questions are answered in the MASB white paper Television’s Brand Building Power – from GRPs to PRPs, by MASB Executive Director Frank Findley, ESPN Vice …
Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are not treated in the same way as other assets on corporate financial statements. BRANDS ON FINANCIAL STATEMENTS Illogically, the treatment of brands on financial statements varies depending on how they came to be owned: …
“Marketing is poorly measured…” learned students of Saudi Arabia’s Madinah Institute for Leadership and Entrepreneurship in a recent webcast presented by Neil Bendle, PhD, Associate Professor of Marketing at Ivey Business School and Advisory Council Chair of MASB, the Marketing Accountability Standards Board. They were also told, “…you can help change that.” METRIC ABUSE Bendle …
Does television advertising have the same brand-building power as in previous decades? MASB Director Kelly Johnson of ESPN and MASB Executive Director Frank Findley answered this question with the presentation, “Television’s Brand Building Power – From GRPs to PRPs,” at ARF Audience Measurement 2017 in Jersey City, NJ. According to data provided by MSW•ARS Research, …
MASB Director Kelly Johnson of ESPN will join MASB Executive Director Frank Findley in presenting Television’s Brand Building Power – From GRPs to PRPs at ARF Audience Measurement 2017, June 12-13 at the Hyatt Regency in Jersey City, NJ. They will address how television’s sales effectiveness has changed since the 1980’s. A member of MASB’s …
By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to changes in a financial metric, i.e. brand value. This brand valuation can be tracked over time. As an example, this model has been used within one company to illustrate the relationship between long-term marketing spending …
The suggestion that Coach overpaid for its recent purchase of Kate Spade highlights the need for generally accepted standards in measuring and reporting brand value, a large portion of 21st Century intangible assets. MASB formed its Brand Investment & Valuation Project team in 2010 to establish “generally accepted brand investment and valuation standards.” The …
Last year, Frank Findley presented Brand Investment & Valuation Project Phase I at the ARF ReThink Conference. On Mar. 8, Frank presented BIV Phase II: Establishing Drivers of Brand Preference/Choice in an ARF webcast. The question being answered is: “What marketing/advertising drivers can be identified to continuously improve consumer brand preference and thus improve financial impact and, ultimately, …