Were insufficient marketing efforts a key causal factor in the underperformance of Kraft Heinz and other venerable brands? Former marketing finance executive Jim Meier has his suspicions. “Most articles written during the unfolding Kraft Heinz story cite as key causal …
Check out Why Brands MUST Be Valued in Financial Terms, Episode 10 of the Making Marketing Accountable webinar series, featuring co-authors Jim Meier & Frank Findley. Then order your copy of The Financial Value of Brands Imperative – Second Edition. …
In recognition of the inaugural World Brand Day, MASB CEO Joanna Seddon explains why financial brand valuation and evaluation as recommended by ISO standards are “the golden ticket” for growth-minded marketers. Episode 2 of the webinar series Making Marketing Accountable.
Background From May through September of 2023, the Marketing Accountability Standards Board (MASB) published three articles that were compiled into the white paper, The Bud Light Brand Divorce: How impaired brand preference led to persistent sales volume decline. Now, with …
The implementation of global brand evaluation standards, including those for geographic indications and tourism cities, was the leading topic at the 9th Plenary Meeting of Technical Committee 289 of the International Organization for Standardization (ISO) which took place Nov. 30 …
Compiled from a series of articles published between May and September 2023, this white paper from the Marketing Accountability Standards Board (MASB) describes how impaired brand preference led to persistent sales volume decline at AB InBev, parent company to the …
On May 10, 2023, the Marketing Accountability Standards Board (MASB) released its briefing, Bud Light ‘Boycott’ May Not End, Here Is Why. It opined that the travails of Bud Light which began in early April were not a consequence of …
For the past month, AB InBev, parent company to the Budweiser and Bud Light beer brands, has been facing what many are calling a product boycott. [1] This situation started in early April when transgender social media influencer Dylan Mulvaney …
In Part 3 of the Financial Value of Brand Series, Neil Bendle, Associate Professor at the University of Georgia Terry College of Business, discusses where we find ourselves today regarding financial disclosures of intangible assets and explains the Brand Value …
In Part Two of the Financial Value of Brands video series, Joanna Seddon, Managing Partner at Presciant, discusses The Influence of Brands on Enterprise Value and illustrates how brands –through the future stream of cash flows – can be a primary …
