The GIFT Report (Global Intangible Financial Tracker) 2016 is a really useful piece. A collaboration by Brand Finance (a brand valuation firm), CIMA (the Chartered Institute of Management Accountants), and the IPA (Institute of Practitioners in Advertising). It contains some notes on intangible value. It highlights major factors and trends in the reporting of this…
Search Results for: marketing accountability
Creating Discussions Between Marketers And Accountants
In a piece for my accounting body (ACCA) I discuss the problem of what to do in respect of brands on the balance sheet. My intention is to help foster a dialogue between (financial) accountants and marketers. I am all about creating discussions between marketers and accountants. A lot of this website speaks to that….
The History of Reporting on Brands
Roger Sinclair shows the value of experience when he surveys the history of reporting on brands. (Roger made a large number of contributions to the field of marketing accountability. I had the honor of presenting Roger’s family with the Blair Award for Marketing Accountability at the 2019 MASB Summit see here). When Firm’s Reported Their Brands…
Neil Bendle
I am Neil Bendle. I am an associate professor of marketing at the Terry College of Business, University of Georgia. In addition to this, I am a Director of the Marketing Accountability Standards Board (MASB). At MASB we promote making marketing more measurable, more scientific. You can see some videos here. Some even have me…
Brand Valuation: Progress But Lots More Needed
Brand valuation is a challenging subject. There isn’t a single formula I can give but it is an extremely important topic for marketers to understand. Hence it gets its own popular marketing metrics page. Brand Matters Brands clearly matter in marketing. There are any number of marketing sites that will explain this. Indeed, that is…
The Red Queen And Implications For Best Practice
It is hard to spend any time at a business school without hearing the phrase best practice. We teach students best practice. Junior professors seek hints from senior folk on best practice. Even schools regularly go through bouts of benchmarking to see if they are adopting best practice. Best practice essentially is something that gets the most…
Value of a Like
Valuing social media likes is an enormous challenge. We should be somewhat forgiving of problems in the methods. It is surely better to be addressing difficult challenges than ignoring them entirely. It is, however, also important to be explicit about what we are claiming and not claiming. This is a problem with Value of a…