Brand metrics that matter

For more and more organizations, brands are crucially important business assets. Measuring how their brands are perceived in the marketplace is therefore essential. Selecting the right brand metrics, however, is a challenge. A sheer unmanageable number of metrics demand marketers’ consideration. But which ones are really important? This publication serves as a guide to selecting the brand metrics that matter. It contends that measuring is a highly tailor-made activity: which metrics matter varies from brand to brand and time to time. Moreover, it proposes that brand measurement should focus on gaining foresight rather than insight. Offering a step-by-step brand metric selection process, it closes with ten commandments for more meaningful brand measurement.