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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
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 …
