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Marketing Accountability Standards Board Releases White Paper Calling for Brands to Be Valued in Financial Terms

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Brand-centric enterprises are urged to develop processes to better define the financial value of brands to the executive level

Press Release



updated: Jul 22, 2021


The Marketing Accountability Standards Board (MASB), an organization devoted to establishing and advancing accountable marketing practices, has released a white paper outlining the need for brands to be valued in financial terms and calling upon companies to develop an internal process for doing so.

The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms, developed by authors from academia and industry, and contributed to by two dozen thought leaders, recommends that brand-centric enterprises develop an internal process to annually measure, explain and report FVB to the executive level, even in the absence of any…

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