PUBLICATIONS
MASB: The Financial Value of Brands Imperative • Meier, Pace, Rao, Findley • June 2021 INFOGRAPHIC WHITE PAPER
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. |
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A Practitioner’s View of Brand ValuationJoanna 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. |
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Accounting for BrandsDartmouth College Marketing professor Kevin Lane Keller discusses “The Moribund Effect,” a financial accounting issue that makes it difficult to evaluate acquired brands. |
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These and many more videos can also be viewed directly on YouTube’s MASB Channel.
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