Show Notes
Buy a brand, and it shows up on your balance sheet. Build one, and it doesn't. Wharton professor Dave Reibstein thinks that's backwards.
This week, Elena, Angela, and Rob are joined by Dave Reibstein, the William S. Woodside Professor of Marketing at the Wharton School and co-author of Marketing Metrics. Dave explains how to put an actual number on brand value, whether you take it in price premium, volume, or some mix of both. He shares 10 years of research on how country branding shapes trade, tourism, and investment, plus why "Made in Italy" still sells shoes. Plus, hear the team pitch which country they'd take over as CMO.
Topics covered: [03:00] Research on customer capital and talent risk
[06:00] Why marketing metrics need standard definitions
[07:30] What brand value looks like as a number
[09:30] Balancing promotions against long-term brand building
[12:00] The management behavior that moves results most
[13:30] Why every country should manage its brand
[19:30] Dave's case for brand value on the balance sheet
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources: 2021 Journal of Finance Study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3187850
Dave Reibstein’s LinkedIn: https://www.linkedin.com/in/david-reibstein-34269/
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