Research Business Report’s 20th Annual Predictions Issue features Marketing Accountability Foundation (MAF) President Meg Blair’s forecast for 2016: “Over the next year, … CFOs and CMOs will use a new brand investment and valuation model to monetize the impact and return of …
Brand represents great value, but how can brand value be monetized? This critical question was answered by the first phase of the Brand Investment & Valuation Project (BIV), which built bridges from a highly predictive customer metric (Brand Preference/Choice) to market …
MASB Summer Summit 2015 An empirically proven model for brand valuation and guiding investment decisions has been completed by MASB’s Brand Investment Valuation Project. “It definitely has been a long haul,” commented Frank Findley, Vice President of R&D for MSW•ARS Research, as …
Frank Findley (MSW.ARS) and Lori Koehn (General Motors) presented findings at the August MASB meeting, indicating that the trials and their Analytics Sub-Team are well on the way to identifying an “ideal metric” for Consumer Brand Strength, demonstrating, empirically, its …
