Brand valuation: how to do it and why
Millions are spent every year on brand valuation rankings. They are a nice reminder that brands are a valuable corporate asset. But they produce wildly different results, even for the same brand. For example, take a look at four of the most popular annual rankings: Four brands make every list: Apple, Google, Microsoft, and Amazon. […]
Getting brand strategy metrics right
Most CMOs and their CEOs would agree that brand equity is a valuable corporate asset because it contributes to revenue growth, margin, and stability that would otherwise not materialize. If so, growing brand equity with a high ROI should be the governing objective of brand strategy. This requires a brand measurement system that gets brand […]
Getting brand ROI metrics right
Most business leaders agree that brand equity is a thing, having a lot of it is an even better thing, and it makes sense to invest in it. If they forget, numerous rankings of “the world’s most valuable brands” come around every year to remind them. But brand owners struggle to quantify the true return […]
Getting brand equity metrics right
In 1991, almost 60 years after P&G introduced the practice of “brand management,” David Aaker published Managing Brand Equity. He defined brand equity as “the commercial value derived from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.” Marketers loved this because it made […]
Getting brand measurement right
In 1931, P&G executive Neil McElroy wrote an internal memorandum that launched “brand management” as a corporate practice. Because “you manage what you measure,” the practice of brand management inevitably led to brand measurement. This is commonly known as brand tracking. Today, almost a century after McElroy’s memo, hundreds of millions of dollars are spent […]
Brand purpose: everything you need to know
Brand purpose is your authentic “reason for being” that applies to both your consumers and your employees. It answers the questions “why does your brand exist?” and “what purpose does it serve to the world?” Simply put, it’s your brand’s why: Why the world needs your brand. Would the world be a lesser one without […]
Challenging assumptions around brand gender preference
Knowing your target audience is the cornerstone of good marketing. But what if your business focuses too much on its core audience and, therefore, holds itself back from new growth opportunities? Brand perception and loyalty constantly change, largely due to consumers’ shifting lifestyles and product consumption behaviors. We want to buy from brands that we […]
Brand tracking 101: How to monitor and optimize brand performance
Brand tracking is what connects your brand, your customers, and your competitors. Your company may have a firm brand purpose with well-established values, but its perception in the market is constantly evolving with every campaign, product, or news bite released into the market. Not to mention, consumer behaviors and expectations are fluid and the loyalty […]
How to use brand positioning to carve out a competitive edge
What makes your brand unique? Why do you believe it stands out against the tens, hundreds, even thousands of options out there? You may have all the right answers to this question, but if you don’t have a compelling brand positioning that helps connect those dots for consumers, well, your efforts (and investments) may fall […]
