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 …
Executive Summary In June 2021, the Marketing Accountability Standards Board (MASB), issued the landmark publication, The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms. A fundamental premise of the publication is that the measurement 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, …
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 …
The MASB paper, The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms, is now available in print as well as digital form. Despite the obvious connection between marketing activities and the meeting of long-term monetary goals, the …
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 …
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 …
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 …
MASB Winter Summit 2021 Session 1 on Feb. 25 brought together authorities in three areas crucial to marketing accountability: financial valuation of brands, sponsorship marketing post pandemic, and digital marketing accountability. If you weren’t able to attend, check out these …
The value of a brand, creating it, maintaining it or, even better, growing it, is of significant importance to any enterprise that currently has brands. Brands influence customer choice, and the power of a brand’s attraction influences sales today and …
