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 …
The new ISO standard for Brand Evaluation is the Golden Ticket for marketers as it offers an integrated reporting process for brand value. MASB represented the U.S. in the development of ISO 20671 under the auspices of the American National …
A new global standard for brand evaluation, ISO 20671, recognizes that a brand’s primary purpose is to increase total business value, reduce risk, and extend the sustainable existence of the brand-owning entity. For the first-time, brand owners have a globally applicable and accepted …
With a recently issued ISO global standard for brand evaluation calling for a better understanding of brands, MASB has added a section on the impact of tax rate changes on brand value to its previously released white paper, Applying the …
A LIFETIME OF ACHIEVEMENTS Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability. Her numerous achievements include: Founding president of the ARS Group, once recognized by Advertising Age …
Billions of dollars a year are spent on sponsorships, but according to the Association of National Advertisers, just over one-third of marketers report that they have a standardized process for measuring their return on sponsorships. Bill Duggan, Group Executive Vice …
It is with great sorrow that we announce the unexpected passing of our leader and driving force, Margaret (Meg) Henderson Blair. For the past year, she has served as Chair of the Marketing Accountability Foundation following ten years as Founding …