Projects Under Way

Project 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 INVESTMENT & VALUATION (BIV) PROJECT Phase II

Having created an empirically proven model for brand valuation & guiding investment decisions, the objective is now to extend the BIV model to drivers of brand preference/choice. READ MORE…

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…

FINANCE IN MARKETING COURSE (FMC) 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…

MARKETING METRIC CATALOG

Designed to provide vendors and users of marketing metrics with a systematic way of thinking about them, the criteria for assessing their usefulness, their relationships between one another, and their relationships to measures of financial performance.  READ MORE…

CONTINUOUS IMPROVEMENT IN RETURN (CIR) PROJECT

Applying the science of measurement and process management to marketing, resulting in continuous improvement over long periods.  READ MORE…

IMPROVING FINANCIAL REPORTING (IFR) PROJECT

Setting generally accepted brand investment and valuation standards for the inevitable time when the reporting of brand value is required for internally developed brands. READ MORE…

COMMON LANGUAGE IN MARKETING 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…

PROJECTS COMPLETED

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