PUBLICATIONS
ISO Focus: What’s in a Brand? featuring Bobby Calder • Calder Mar/Apr 2020
Forbes: The Financial Power of Brand Preference • Diorio Jan 2019
Newswire: Definition of ‘Brand’ Continues to Evolve in the Marketing Sphere • Decker-Hoppen Sep 2018
MASB: Why is Brand Missing from Boardroom Discussions? • Aug 2017
Ad Age: One Marketing Metric to Rule Them All? • Neff Nov 2015 PDF
JBM: A Case for Brands as Assets • Sinclair & Keller May/Jun 2014
Common Language Marketing Dictionary
brand | brand equity | brand image | brand name | brand preference | brand strength | brand value
VIDEOS
Five Compelling Reasons for Brand PreferenceMASB Executive Director Frank Findley recommends the Brand Preference marketing metric for linking marketing activities to financial results – otherwise known as marketing accountability. |
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What Is a Brand?Dartmouth College Marketing Professor Kevin Lane Keller explains the difference between a “brand” and a “Brand.” |
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What Is an Intangible Asset?University of Georgia Marketing Professor Neil Bendle defines “intangible asset” and compares it to tangible assets. |
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Managing Intangible Assets for Value CreationDr. Jim Gregory, Senior Fellow at The Conference Board, gives his perspective on valuing brands and other assets we cannot touch. |
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These and many more videos can also be viewed directly on YouTube’s MASB Channel.
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