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 …
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 …
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 …
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 …
While MASB’s BIV Project team has worked over the past several years to establish generally accepted Brand Investment & Valuation standards, a parallel effort has been happening globally through the International Organization for Standardization (ISO). Now the Marketing Accountability Standards …
MSW•ARS Research’s Brand Preference/Choice in Tracking metric has passed through the rigors of the Marketing Metrics Audit Protocol (MMAP), the Marketing Accountability Standards Board’s formal process for determining how a marketing metric relates to the financial performance of the firm. …
How do you attach a price tag to something you can’t see or touch? This question was posed recently by corporate finance writer Vipal Monga in his WSJ.com article, “Accounting’s 21st Century Challenge: How to Value Intangible Assets.” He continues: …
MASB member MSW•ARS Research has launched The Brand Strength Monitor, “a game changing deliverable of an established, trusted, and independently validated measure of brand value.” The Brand Strength Monitor methodology is behavioral but isolates brand strength by holding other factors …
