What are brand metrics
Fundamentally, brand metrics are designed to measure and assess marketing activity. Brand metrics can be used (and misused) in a variety of ways. Because marketing and brand-building activity are designed to enhance profitability, the most relevant metric is return on investment or ROI. The idea is simple: for any marketing action, determine what sales were the direct result of the marketing action, determine the profit on those sales, subtract the cost of the marketing and hey presto – you are left with the incremental profit directly attributed to that marketing action.
In addition to ROI, there are many popular brand metrics, including brand awareness, sales , market share, repeat rate, brand attitudes, customer satisfaction and so on. Choose those metrics that you believe are the best profit drivers for your brand. Keep in mind that brand metrics can provide some helpful guidance in assessing the impact of your marketing activity
And remember ” what gets measured , gets managed”
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