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I Need To...
Measure the payback on the "softer" aspects of my marketing plan like branding, corporate reputation, or customer experience.
It’s so hard to put a clear financial value on branding, reputation, or customer experience enhancement. But it can be done without massive investments in research or analytics – even in the most skeptical boardrooms. Here are a few helpful approaches.
Articles and Posts
February 23, 2010
Meeting of the Minds: Brand Resonance as a Strategic Marketing Tool
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...
Read MoreFebruary 20, 2010
The Cost of NOT Branding
When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
Read MoreFebruary 17, 2010
Meeeting of the Minds: Brand Resonance as a Strategic Management Tool (archived webcast)
Professor Kevin Lane Keller outlined the dimensions of brand resonance and provided guidelines and examples as to how marketers can design marketing programs and activities to best achieve it...
Read MoreJanuary 19, 2010
The Cost of NOT Branding
When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
Read MoreNovember 10, 2009
"That is the Big Challenge" says Eric Schmidt
Reflections on a recent conversation with Eric Schmidt, CEO of Google, about the company's online and offline advertising models.
Read MoreAugust 28, 2009
My Brand's Bigger than Your Brand
Some insight behind the methodology for brand valuation and accounting for the variations in rankings and ratings.
Read MoreJune 15, 2009
Effective Ways to Measure Activities for a Global Brand Portfolio
The world's largest spirits manufacturer offers guiding principles for measuring global brand portfolios
Read MoreMay 1, 2009
10 Things Your CFO Should Know About Measuring Marketing Effectiveness
Topics to make CFO/CMO interactions more productive
Read MoreDecember 18, 2008
Valuing Brand Assets: A Cost-Effective and Easy-to-Implement Measurement Approach
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.
Read MoreDecember 18, 2008
Valuing Branded Businesses
This summary of a recent MSI paper looks at incorporating brand asset metrics into a business valuation and how it can provide incremental explanatory power in the value-to-sales multiplier for branded firms or business units.
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