Brand Measurement

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.

Brand equity metrics can be useful in summarizing a brand’s continuing prosperity and value to the brand owner, its customers, and other stakeholders. But there is more to brand equity than “balance sheet” value, requiring marketers to use varying methods to calculate its contributions.

Is your marketing measurement effort stalled? We offer some common symptoms and cures....

If you missed Part 1 of this series, we outlined the pros and cons of using a dashboard approach to measuring marketing effectiveness vs. an analytical modeling process. Ultimately, you’ll likely need elements of both to develop a comprehensive measurement structure. But in some cases, it makes sense to start with a dashboard and build your knowledge and understanding rather than investing in rocket science analytics that may miss their insight target completely.

The marketing dashboard is intended to track both the inputs — the marketing activities being undertaken — and the outputs — the financial results generated. If you’ve followed closely so far, you can see that leaves the possibility of a gap in the middle — the asset that’s being created in the form of the “potential value” that hasn’t yet materialized in a way it can be measured on the P&L. Many refer to this as the “long-term” value of marketing investment, although in truth it may not take more than a few months to materialize.

As marketers establish competency at measuring the traditional elements of their marketing programs, an entirely new group of key performance metrics is beginning to come into view. We look at seven such metrics that could have significant impact on marketers’ future measurement efforts.