Tag: Brand Preference
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MASB’s Game Changing Brand Investment and Valuation Project – Part III
In Part I and Part II of this blog series we discussed the empirical strengths and corporate needs driving brand preference’s adoption. But one aspect that pleasantly surprises those new to the technique is how easy it is to deploy relative to other measures. Most common brand metrics are collected through the use of a closed-ended…
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MASB’s Game Changing Brand Investment and Valuation Project – Part II
In Part I of this blog series we discussed ten technical characteristics of brand preference which made it suitable for adoption into market research tools. But just because something can be done doesn’t mean it should be done. In fact, one of the issues identified early on by Marketing Accountability Standards Board (MASB) was that the…
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MASB’s Game Changing Brand Investment and Valuation Project – Part I
How much is my brand worth in financial terms? How much will my marketing grow its value? Despite their seeming simplicity, these two questions have frustrated brand practitioners for decades. It is well accepted that there is a link between brand building activities and corporate profits. After all, the entire field of marketing is based…
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Is Brand Preference Marketing’s Higgs Boson?
Chances are you have heard of the Higgs Boson, an elusive elementary particle that physicists have spent the last fifty years and billions of dollars to find. Reports of its potential discovery have captured headlines around the globe. If verified, not only will it help cement our mathematical understanding of how the universe works, but…