Brand Finance’s Alfred DuPuy is a brand strategy and valuation executive with more than 15 years of experience driving revenue growth, enhancing client relationships, and leading high impact global teams. He is on an ongoing mission to provide clarity to marketers, brand owners, and investors by quantifying the financial value of brands. As a part of that mission, he joins the On Scope podcast to help marketers understand why they’re thinking about brand value all wrong.

Along with host Mike Berberich, Alfred dives into how the concept and formula for brand valuation have both changed over the years, why brand value is viewed as something that is ephemeral until it is time for a merger or acquisition, and how the misconceptions business leaders have about brand value are actively hurting their bottom line.

On the debut of a new segment called Measurement Defined, Kevin Svenningsen, SVP of Measurement for Marketers at the ANA, joins Mike to define and discuss five key retail media terms every marketer needs to know, including “percentage of new buyers,” “upsell,” and more.

Now that you have a better understanding of all the elements that make up your brand’s value, it’s time to drive that value up with the ANA’s Brand-Building Certificate Program. It’s on-demand, self-paced, and taught by marketers who’ve actually built the brands you admire. Explore the program and get started by visiting www.ana.net/brandcertificate.

The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net.