BrandEmbrace® Expected Utility Metric Shown To Be a Valid, Reliable, Sensitive and Calibrated Predictor of Brand Preference BrandEmbrace®, a behavioral economics metric provided by Behavioral Science Lab, LLC (BSL) has completed the Marketing Metric Audit Protocol (MMAP), the formal process for validating the relationship …
Despite brands being central to business success, their health is infrequently discussed in the boardroom. Why? Simply put, brands are not treated in the same way as other assets on corporate financial statements. BRANDS ON FINANCIAL STATEMENTS Illogically, the treatment …
By applying the MASB Brand Investment & Valuation model, finance teams can more easily tie changes in brand strength to changes in a financial metric, i.e. brand value. This brand valuation can be tracked over time. As an example, this model …
MASB member MSW•ARS Research has launched The Brand Strength Monitor, “a game changing deliverable of an established, trusted, and independently validated measure of brand value.” The Brand Strength Monitor methodology is behavioral but isolates brand strength by holding other factors …
Brand represents great value, but how can brand value be monetized? This critical question was answered by the first phase of the Brand Investment & Valuation Project (BIV), which built bridges from a highly predictive customer metric (Brand Preference/Choice) to market …
Brand valuation is being redefined by the Brand Investment & Valuation Project, formed in 2010 to establish “generally accepted brand investment & valuation standards.” The first phase of the project brought together leading academics, marketing and finance practitioners from six blue-chip corporations, and …
Having completed BIV Project Phase I, developing the BIV Model, the Brand Investment & Valuation Project updated its objective in 2016 to “establishing drivers of a ‘generally accepted’ brand preference/choice standard metric.” STRATEGY Find drivers to continuously improve the consumer brand preference metric to …
Frank Findley (MSW.ARS) and Lori Koehn (General Motors) presented findings at the August MASB meeting, indicating that the trials and their Analytics Sub-Team are well on the way to identifying an “ideal metric” for Consumer Brand Strength, demonstrating, empirically, its …
With some exceptions, MASB publications may be downloaded for free with registration. Members can avoid registration through MEMBER ACCESS. Sustainable Marketing Accountability – From Risk to Return • Bendle, Colamarino, DuPuy, Findley, Frösén• February 2026 This white paper gives advice on …
What a year for marketing accountability! MASB CEO Joanna Seddon and Executive Director Frank Findley kept our numerous project teams on track and much progress was made by all. The Marketing Metric Certification and Universal Marketing Dictionary teams were busier …
