Fin Value Brands
Introduction
Financial Value of Brands Imperative, Second Edition
POSTING TYPE: TOCs
Introduction
Part 1: Why Brands Must be Valued in Financial Terms
Part 2: The Brand Value Accounting Dilemma
Part 3: Emerging Best Practices
Part 4: The Path Forward
Appendix A: Measuring Brand Equity and Brand Value
Appendix B: FVB Measurement Provider Summaries
Brand Finance
BrandZ (Kantar)
Interbrand
Ogilvy Consulting
Presciant
Appendix C: Universal Marketing Dictionary Terms 59
Appendix D: The Bud Light Brand Divorce
Part 1: Bud Light Boycott May Not End, Here Is Why
Part 2: The Divorce Continues with no end in sight
Part 3: Irreconcilable Differences?
Part 4: Still No Reconciliation
Appendix E: References
Appendix F: The Financial Value of Brands Process
The Marketing Accountability Standards Board (MASB) has published the second edition of The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms, with the new case study, The Bud Light Brand Divorce. Summaries of valuation services offered by five leading measurement providers are also included.
Marketing professors can receive a free print copy in exchange for their writing a review on Amazon.com. Special quantity discounts are also available. Contact Erich Decker-Hoppen, info@themasb.org.
With four distinguished authors and two dozen contributors, the FVB Imperative contends that brand-centric enterprises need an internal methodology to annually measure, explain and report the Financial Value of Brands to the executive level even in the absence of any external regulatory or accounting requirements to demonstrate the material contribution of brands to the overall value of the enterprise. The FVB process can and must be used as a management decision-making tool with the end goal of enhancing enterprise value.