MASB project teams are shaping the future of Marketing with innovative research and standards-setting projects. Teams are comprised of MASB directors and advisors supported by MASB staff members. Each team meets monthly and reports progress at bi-annual MASB Summits.
BRAND EVALUATION STANDARDS (BES) PROJECT
MASB leads the ANSI-accredited U.S. Technical Advisory Group (TAG) that represents the U.S. on ISO-Technical Committee 289, Brand Evaluation. READ MORE…
UNIVERSAL MARKETING DICTIONARY PROJECT
Establishing industry endorsed common language and definitions to eliminate ambiguity in marketing terminology and encourage trust and collaboration within and across the marketing industry & business communities. READ MORE…
FINANCE IN MARKETING EDUCATION (FME) PROJECT
Making it easy for instructors to teach the application of financial principles and metrics to marketing students by providing both tools and an approach for teaching financial principles in a marketing context. READ MORE…
FINANCIAL VALUE OF BRANDS (FVB) PROJECT
[formerly Brand Investment & Valuation Project] Demonstrating the connection of marketing to cash flows, particularly the linkages between customer franchise, brand preference, core sales, and profits. READ MORE…
MARKETING METRIC CATALOG PROJECT
The MASB Marketing Metric Catalog uses MMAP (Marketing Metric Accountability Protocol) to provide vendors and other users of marketing metrics with a systematic way of assessing their usefulness, their relationships between one another, and their relationships to measures of financial performance. READ MORE…
SPONSORSHIP ACCOUNTABILITY METRICS (SAM) PROJECT
The Sponsorship Accountability Metrics (SAM) Project was launched to determine sponsorship contribution to brand and business. READ MORE…