Question

Topic: Branding

Ways To Measure The Effects Of Branding???

Posted by Anonymous on 2/4/2005 at 7:34 AM ET 250 Points
Im currenlty involved in a years long work experience. Im trying to discover the effects of previous branding ventures. Unfortunately the nature of my customers does not help me. They are very timid, shy and think that salespeople and marketeers are the devil. What i reallyneed to know is:
1- the most successful way of measuring the effects of branding.
2- How best to present these findings.
3- How i can get round the problematic charcteristics of my customers.
4- Definitions of branding, brand measurement and any suggestions of journals to look at.
5- Branding in the international market
6- Branding and selling:one and the same?
7- Why is branding important?
8- How can bad branding damage a company?
9- How can you see where branding has failed?
Most importantly i want to know the best way to measure branding effectivenss and failure.

Thank you for taking the time to read this.

To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by bobhogg on 2/4/2005 at 4:30 PM Member
    Stephen...

    You might take a look at this resource:

    https://www.marketingprofs.com/ea/res_detail.asp?resID=128

    It points you to a site dedicated to brand management - you may well find some articles that help!

    Good luck,
    Bob
  • Posted on 2/4/2005 at 4:50 PM Member
    I don't think it's possible to address this question properly without getting input from the target audience (i.e., your customers). Can you start by getting 5 or 6 customers to answer some very benign questions about their views and attitudes toward the various vendors and suppliers they deal with?

    You obviously can't go to them and say "What do you think about my brand? Is it strong? Is it worth what you're paying for it?" Etc. But you CAN go to them and explain that you're doing a project for your university class and you'd really like to get their perspective on what they consider when they evaluate suppliers or vendors. Develop a questionnaire that doesn't challenge them or push your employer's brand; the objective is to get their honest answers.

    If you do this well, you'll get the answer to your question about branding. And remember that a brand's image is the result of ALL customer touch-points, not just the advertising or sales materials. If you can identify all the touch-points and get them to discuss your company (along with others) on each dimension, you can actually create a very good brand perception map that will address your basic question.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)