By P. Kitchen
A successful advertising manager needs to be capable of use varied media channels to arrive particular audiences, and have the ability to know via crusade study and evaluate, how the part components of built-in model advertising are working. This ebook explores those standards.
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Additional resources for Integrated Brand Marketing and Measuring Returns
The value of a brand was defined as the difference in value between a branded product and an unbranded or generic product. While the concept is clearly sound, this approach is almost impossible to implement systematically. In most industries there just aren’t enough generic products for comparison – all products and services are branded. Even in consumer packaged goods, where the concept originated, there are few generic products left – the ‘own-label’ products of supermarkets such as Sainsbury and Tesco are now brands in their own right.
The idea was that this represented a step forward in brand measurement. A financial number for the brand was seen as a superior metric to market research-based brand metrics. Almost every large company at some time or other has conducted an internal brand valuation exercise which delivered a brand value number for each division as well as for the company as a whole. , AT&T, Samsung Electronics), these numbers have been used as Key Performance Indicators (KPIs), where size of management bonuses is impacted by brand value growth.
Loyal customers are more valuable to a brand than occasional customers. The Brand Dynamics pyramid measures the stages through which a customer relationship develops and quantifies the brand’s success in creating loyalty. The Brand Signature identifies a brand’s strengths and weaknesses at each level. 5). Similar frameworks based on ‘the customer funnel’ are also used in by some of the management consulting companies, for example, McKinsey. Another way to build Economic Use valuation models without link to business financials is through correlation of brand metrics with stock performance, the method preferred by CoreBrand.