How to Measure Brand Impact

An organization’s brand is an important intangible business asset that warrants management and measurement. I’ve found that CMOs everywhere are eager to measure brand and the impact of brand programs like a brand refresh. This is a worthy endeavor. Still, it is an area plagued by confusion.

To shed light on the subject, I’m hosting a LinkedIn Audio live event with my colleague, Brian Rafferty , Global Director, Business Analytics & Insights of Siegel+Gale , to delve deep into the metrics that matter. I invite you to get your questions answered by joining us live on June 14th from 2:30pm - 3pm ET, 11:30pm - 12pm PT, and 7:30pm - 8pm BST. Sign up for the event here to add it to your calendar.

We will explore the top questions CMOs should ask when it comes to brand measurement and when and how CMOs should measure brand. We will identify the pitfalls of current approaches, and how to avoid them.

Here are some questions we will address. Please suggest more questions in the comments.

1. When and how should CMOs measure brand?

2. Is it possible to measure why a person prefers one brand over another and how they make decisions?

3. What do you think about the question of brand valuation?

4. What pitfalls or mistakes can be made in assessing brands or deliverables related to brand projects?

5. Now, let’s turn to rebrands or brand refreshes. Give us some examples of scenarios when you use facts or research in a brand project.

6. What can CMOs do if no time or budget is available to conduct primary research?

7. How should CMOs measure the ROI of a brand program/brand refresh?

8. Often quantitative measurement dominates the conversation. Let’s. talk about the role of qualitative research.

9. How might we measure employee sentiment or the value of employer brand?

10. What are your tips or learnings about what creates a stronger return on brand investment?

Come with your question. Sign up for the live audio event here .