The Financial Value of Brands

PUBLICATIONS

The Financial Value of Brands Imperative: Why Brands Must be Valued in Financial Terms | 2nd Ed. Meier, Findley, Pace, Rao • April 2025 AMAZON
MASB: Impact of Financial Value of Brands Verified • Meier • Nov 2022
MASB: The Financial Value of Brands Imperative • Meier, Pace, Rao, Findley • June 2021
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
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

Universal Marketing Dictionary

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

VIDEOS

	Quantifying and Leveraging Brand Value in Financial Reporting Peter Young, Partner, Brand Valuation Europe at Presciant, purports that for marketing to access the boardroom, the financial asset value of a brand must be credibly quantified. It is the job of marketers to do the leveraging, but first all must agree that the purpose of marketing is to build valuable brands, brands of value to their many stakeholders and their owners.
	Making Marketing Accountable Ep 10: Why Brands MUST Be Valued in Financial Terms Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measured in financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Jim Meier & Frank Findley, co-authors of *The Financial Value of Brands Imperative*, discuss how regular measurement and analysis of the financial value of brands demonstrates their material contribution to the overall value of the enterprise and is an excellent decision- making tool to enhance long-term enterprise value.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	Measuring Your Brand to Drive Demand Identifying the variability of when, where, and with who your brand drives purchasing decisions is critical. Edgar Baum, CEO of Avasta, provides a client case study demonstrating this insight in a B2B context that is just as relevant in B2C. He also gives insights on how to apply the ISO Brand Evaluation standard within your own organization.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	Financial Value of Brands 04: Accounting for Brands Kevin Lane Keller, E. B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College, explains “The Moribund Effect,” a financial accounting issue that makes it difficult to evaluate acquired brands.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	Financial Value of Brands 03: The Brand Value Accounting Dilemma Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value Accounting Dilemma.
	Financial Value of Brands 02: The Influence of Brands on Enterprise Value 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.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	Financial Value of Brands 01: Intro – Brand Value Is at a Tipping Point Emeritus Professor of Marketing David W. Stewart discusses how a fundamental misunderstanding about the value of marketing minimizes the positive impact marketing has on enterprise value.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	The Financial Value of Brands Imperative At the Wharton Theory and Practice of Marketing Conference, MASB President/CEO Tony Pace explains the vital need for brand owners to value brands monetarily for management purposes.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	History of the Financial Value of Brands Brand strategy consultant Joanna Seddon shares her perspective on “brand valuation” and related concepts with MASB President/CEO Tony Pace during MASB Summer Summit 2020, at which Seddon was presented the 2020 Margaret H. Blair Award for Marketing Accountability.
<span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start"></span>	Financial Value of Brands Expressed in Dollars: Why It Matters Retired MillerCoors finance executive Jim Meier shares a pragmatic example of how financial brand valuation aids marketing investments.

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

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