Brand Valuation

PUBLICATIONS

Strategic Finance: The Financial Value of Brand • Calder Oct 2019
Forbes: Carpe Brand!  Why Marketers Should Seize the Moment, Embrace New Standards • Pace Jun 2019
MASB: Brand Valuation vs. Brand Evaluation – What’s the Difference? • Decker-Hoppen Jul 2018
Newswire: New ISO Brand Evaluation Standard ‘Golden Ticket’ for Brand Owners  May 2018
Forbes: New Global Standards For Reporting Brand Value Can Help CEOs Grow Share Price  Diorio May 2018
Kellogg Insight: What Is a Brand Really Worth?  Calder Apr 2018
ACCA Global:  The Knotty Problem of Brand Valuation  Bendle Sep 2017
JBM: Brand value, accounting standards, and mergers and acquisitions: “The Moribund Effect”  Sinclair/Keller Jan 2017


Common Language Marketing Dictionary

brand valuation |   brand evaluation  |  Financial Value of Brand (FVB)  |  ISO 10668 Brand Valuation


VIDEOS

Brand Valuation or Brand Evaluation: What’s the Difference?

MASB Director of Communication Erich Decker-Hoppen uses the Common Language Marketing Dictionary to define the two terms behind the ISO’s global brand standards – and introduces a new, improved term for one of them.

A Practitioner’s View of Brand Valuation

Joanna Seddon, former President of Global Brand Consulting at Ogilvy and Chair of the AMA Marketing Hall of Fame, discusses how brand creates value and offers a new way of looking at the financial valuation of brands.

Accounting for Brands

Dartmouth College Marketing professor Kevin Lane Keller discusses “The Moribund Effect,” a financial accounting issue that makes it difficult to evaluate acquired brands.

These and many more videos can also be viewed directly on YouTube’s MASB Channel.

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