Brand Marketing

By: EconomyWatch   Date: 30 June 2010

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EconomyWatch

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Brands are at once all powerful and fuzzy. We will discuss the true meaning of a powerful brand, how the impact of a brand can be measured – or at least approximated – in financial and emotional terms, and weather organisations should manage direct and brand budgets differently.

Brand Campaigns

  • A brand campaign aims to build awareness, interest and desire in a particular brand and its related products
  • It does not aim to sell a particular product
  • It does (or should) aim to increase overall sales, although not necessarily immediately

How Do We Measure Brand Campaigns?

  • A successful brand campaign will works at all stages of a customers Purchase Funnel/ Cycle
  • The simple version of this cycle is called AIDA for Awareness – Interest – Desire – Action
  • We need to design customer surveys to understand uplift from the brand campaign at each stage:

      1. Have we increased Brand Awareness?

      2. Have we increased Interest in the Brand or its products?

      3. Have we increased the Desire to purchase?

      4. Action should be measured by both short and long term revenues as well as signups and 'soft' activity measures

      More complex models can be built up to include consideration sets, loyalty and advocacy.

Sales & Marketing

Marketing for Dummies Guides

Measuring, Marketing, Metrics & KPIs

Online Marketing/ Digital Marketing


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