The MASB Finance in Marketing Course Project is producing a series of videos on financial issues that influence marketing strategy. In this segment, Dartmouth College Marketing professor Kevin Lane Keller explains the difference between a brand and a Brand. The …
The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world to publish ISO 20671, a global standard for brand evaluation designed to grow brand-owner value. As brands are too …
The vanguard of Marketing Accountability gathered at MASB Winter Summit 2019 in San Diego last week to analyze and strategize on sponsorship accountability, digital accountability, brand assessment, marketing value, metric certification and much more. Don’t miss out on our upcoming …
The movement for accountable marketing gained significant momentum this past year due to the joint efforts of the Marketing Accountability Standards Board, The Forbes Marketing Accountability Initiative powered by MASB and many other organizations. MASB represented the U.S. in the development …
A new design has been created to graphically represent the Marketing Accountability Standards Board. It depicts the marketing sphere as a circle with MASB at center, bringing together the sphere’s three elements: marketers, marketing academics and marketing measurement providers. Marketing …
Members of the Common Language in Marketing Project Team have announced that its popular educational resource is being upgraded, with a relaunch of the Common Language Marketing Dictionary on a new platform slated for early September. Earlier this month at …
The terms brand valuation and brand evaluation are in the news with the launch of unanimously-approved global standard ISO 20671 Brand Evaluation – Principles and Fundamentals. How different can these terms be that differ by just one letter? The new …
Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship’s business impact has been marginal, according to Improving Sponsorship Accountability Metrics, a new study conducted by the ANA (Association of National Advertisers) …
By working with ISO Consultants, the International Organization for Standardization, MASB is playing an increasingly influential role in the development of new global brand standards. In 2007, ISO set up Technical Committee 289 to draft an international standard on monetary …
The recently released ISO 20671 Brand Evaluation standard puts forth a “rigorous framework and set of principles” for regular brand evaluation reporting. Included in the list of example financial metrics is return on brand and marketing investments. Yet no details on …