Building and Measuring Brands

When building strong brands the common misconception is that building brands is nothing more than advertising. In fact advertising sometimes plays only a minor role in the process.

Building Brands

Brands are built through a variety of media, including promotions, publicity, packaging, direct marketing, flagship stores, the Web, and sponsorships. Communication involves all points of contact between the brand and the audience, including product design, new products, and distribution.

The challenge is deciding which of the many media options will most effectively build the brand. Another is crating brilliant communication strategies and executions that break out of the clutter and make a difference.

Measuring Brands

Tracking a brand building program is the final stage. There are ten brand equity dimensions as a framework to structure the tracking. These are touched upon below :-

• Brand loyalty measures (price premium and customer satisfaction) 


• Perceived quality and leadership measures (perceived quality and popularity) 


• Association measures (perceived value, brand personality, and organisational associations) 


• Awareness measures 


• Market behaviour measures (market share and market price and distribution coverage)

I have read enough. "What Next?"

With vast amounts of experience our team are able to work with our clients to build a brand based upon our clients needs.

Our team have what it takes to push even a good business into a great business - contact us today.