Brand Measurement

There is something brand marketers can do to compete effectively and achieve consistent gain: engineer persuasion.

Brand resonance is the connection that develops between a brand and its customer and is considered a significant driver of brand equity. Find out how to use it to strengthen the bonds between a brand and consumer to lead to value-creating outcomes…

In the latest installment of our Meeting of the Minds webcast series, Rob Malcolm will share with us the steps he took to build and integrate a brand measurement platform at Diageo, giving insight into what worked and more importantly, what didn’t...

While data and skills are critically important components of measurement success, there is no single obstacle more formidable than lack of credibility...

In the latest installment of our Meeting of the Minds webcast series, Professor Koen Pauwels demonstrates how managers can use buying process data to quantify cross-channel and long-term effects of marketing actions on profits, offline and online...

Professor Kevin Lane Keller will outline the dimensions of brand resonance and provide guidelines and examples as to how marketers can design marketing programs and activities to best achieve it... 

The world's largest spirits manufacturer offers guiding principles for measuring global brand portfolios

The author of this MSI paper proposes a new approach for measuring “financial brand equity” – one that is consistent with the FASB (Financial Accounting Standards Board) guidelines for treatment of intangible assets.

Brand performance and image can enhance or destroy a perfectly good (or bad) product., so it is important to apply valuation and risk management procedures to it as you would to any tangible asset. Here is a solid four-pronged methodology to help you do just that.