How do you measure the performance of branding marketing?

Question

It's easy to measure the performance of leads generation. But usually marketing efforts are taken to improve the company branding. I'm wondering how do you measure the return of these efforts and investment?

Accepted Answer

I go with the number of impressions :)

Answer

This is one of the most difficult things to measure. Really difficult. Because there's no specific metric that clear says why customers are loyal to a brand. It's all about the intangible (values, beliefs, etc).

Sparsh Sangai · Answer

It is very easy to measure measurable KPIs and prove performance. But same is not possible for a branding exercise. There is essentially no way to measure customer’s feelings about your brand in a quantitative way.

Sure you can use surveys to assess what people said before and after a particular campaign but that only works when you are significantly trying to build a new brand story.

Essentially every other way is a lot more qualitative. The best in my opinion is to listen to the conversations on the internet. You can use social listening tools to track them.

Jabari Zuri · Answer

By brand awareness & conversions and all.

Answer

There are a number of ways to measure the performance of branding marketing. Some of the most common metrics include:

Brand awareness
Brand sentiment
Brand consideration

Dong Li · Answer

@patrick_sao_e14 Totally agree.

Dong Li · Answer

@aarav_krishna How do you calculate the brand awareness and sentiment?

Dong Li · Answer

@jabari_zuri What KPI do you prefer to measure brand awareness?

Dong Li · Answer

@sparsh_sangai Yes. I am also think that maybe we can use the traffic of website, eg Unique Users or Page Views, as the performance of branding. Say if the branding is growing, more people will know the company and visit the website.

How do you measure the performance of branding marketing?

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