Ambitious marketers know that a strong brand drives financial outcomes, but making the case in the boardroom requires data, rigor, and predictive power. Brand Finance bridges this gap using our Brand Strength Index (BSI) framework to quantify brand strength based on commercial impact, helping CMOs and brand managers make the business case for brand investment.
While Brand Finance is already working with brands to use the BSI to link brand strength to financial outcomes, updates to the BSI framework are now certified by The Marketing Accountability Standards Board (MASB). MASB certifies that the Brand Value Rankings metric from Brand Finance directly links marketing actions to financial performance.
“The Brand Finance BSI framework enhancements incorporate key drivers of brand strength and have demonstrated strong predictive validity for financial equity outcomes," said MASB Executive Director Frank Findley, a member of the Marketing Metric Certification team. "We commend Brand Finance for completing Marketing Metric Accountability Protocol (MMAP) recertification, reflecting their commitment to rigorous, accountable brand valuations.”
Brand strength is your most powerful lever for influencing customer behavior. It captures how your brand is perceived in the market, how it differentiates from competitors, and how it drives preference and loyalty. Strong brands command attention, build trust, and convert awareness into action.
The BSI gives you a unified language to engage both marketing and finance. It combines brand equity metrics with financial indicators to show how brand strength drives pricing power, loyalty, and margin. It’s a tool for making brand investment decisions with confidence, and for elevating brand to a board-level conversation.
MASB certified an earlier version of the framework in 2019. The recertification award will be presented during the MASB Summer Summit at DePaul University on August 13th.
The MMAP certification process includes the conceptual linking of marketing activities to intermediate marketing outcomes and the cash drivers of the business using “10 Characteristics of an Ideal Metric.” This transparency bolsters marketer confidence while protecting the intellectual property of the provider.