Leading Telecom Provider Links Brand Equity to Business Outcomes with BERA.ai
What’s Brand Love Got To Do With It? Webinar
Industry Spotlight: What Social Media Brands Tell Us About Brand Equity, the Sales Funnel, and Performance Marketing
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 […]
The power of brand equity and why it matters
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 […]
5 ways marketing leaders are connecting brand equity to value
What do Ben & Jerry’s, Apple, and Adidas YEEZY have in common? If you’re struggling to connect the dots, I have two words for you: brand equity. David Aaker, the “Father of Modern Branding,” defines brand equity¹ as: “A way to describe the value of having a recognized brand, based on the idea that firmly established and […]
How layoffs are impacting Brand Love for Netflix
Netflix – whose name is almost at a verb status – was the fastest growing American brand of 2019¹, but today, the brand faces ongoing criticism from consumers voicing their concerns on social media over how the platform is failing to meet their expectations; from failing to renew popular series to reversing their position on shared passwords, […]
Maximizing your return on brand investment (ROBI)
In Forrester’s 2021 Global Marketing Survey, 23% of B2C marketing decision-makers said measuring marketing results will be a great challenge in the next two years. Learn how marketing leaders can measure and maximize financial impact and boost their return on brand investments.
BERA users see 391% ROI, Forrester TEI study finds
CMOs are focused on understanding new consumer behaviors and preferences, and are adapting their marketing strategies to align with how their audiences engage with different channels and devices. But marketing leaders don’t just want to create resonant campaigns; they want to invest in the channels, tactics, messages, and offers that drive the most tangible impact […]
