Brand Metrics

Few organisations have a formal and systematic programme of metrics and analytics to assess brand performance and establish the link between brand, marketing and organisational performance. This workshop will help you to measure your organisation's most important asset, key value driver and determinant of success.

Appreciating the pivotal role of brand(s) in providing customers with a better, consistent and integrated, multi-channel experience, you’ll develop skills and confidence in creating and utilising appropriate brand metrics to track brand performance. You will also see the linkages between these and other marketing and financial measures such as ROBI (Return on Brand Investment).

Your organisation should experience a more professional and commercially oriented approach to brand measurement and evaluation, incorporating and integrating a mixture of ‘hard’ and ‘soft’ measurement, as well as establishing the links between them – perhaps via a brand dashboard. This, in turn, should increase confidence in making and justifying brand investments.

This workshop is designed for people who understand the critical importance of measuring and evaluating the impact of their brand investment on brand relevance and performance. It will be particularly useful for people working in organisations where brand investment is in the spotlight, or under threat, as well as those wanting to create a new - or cross check an existing - brand dashboard.

• Definition of key terms – ‘Brand’, ‘Brand Equity’, ‘Brand Valuation’ etc.
• Understanding the ‘what, why, how, who, when and where’ of brand metrics
• Designing brand metrics using a template (metric, purpose, formula, target, data...).
• Exploring value-oriented marketing (the value equation, brand and shareholder value).
• A three-way methodology for measuring brand value (qualitative and quantitative).
• Testing and tracking the impact of strategic and tactical marketing initiatives on brand.
• An examination of some widely used brand valuation methodologies including the new ISO10668 standard as well as proprietary approaches, eg Brand Finance, Interbrand and Millward Brown (Brandz).
• Strategic and tactical metrics workshop (client/customer/consumer and marketing mix).
• Monitoring brands within social media and appropriate social media metrics.
• Case Study– Identifying and integrating key brand, marketing and financial metrics.
• Brand Modelling (econometrics) – ‘state of the art’ brand analytics.
  

A mixture of slides, exercises/mini workshops, discussion and video, with the emphasis on insight and application.