|
page 1
2
3
| Next
|
 |
|
Measuring Marketing Properly
|
|
|
|
|
Company leaders have long sought better ways to measure marketing effectiveness. The good news is that measurement tools exist for those willing to invest in doing it well.
Contributor: John Davis
|
|
The Obscure Art of Measurement
|
|
|
|
|
Measuring your brand marketing performance allows you to celebrate success and almost more importantly, allows you to explain away failure, with the added promise of moving things back on track. The problem is in measuring the right things in the right way, and drawing the right conclusions. This article looks at some of the traps for young players.
Contributor: Tim Roux
|
|
Building your Brand for Wealth
|
|
|
|
|
This article looks at the value of brand-building for business owners - asking whether creating cash or building wealth is the goal, and identifying four key components to making brands work. A separate brand asset checklist lets you review your brand, looking at some owner-specific issues such as succession and wealth creation?
Contributor: Harish Chauhan
|
|
Customer Equity & Branding - Do you know your numbers?
|
|
|
|
|
This article examines the benefits of focusing on customer equity, as a strategic force guiding decision-making and marketing investment, as well as a valuable accountability tool. It looks at how companies can build their brand based on customer equity and references useful resources to assist you in achieving this objective.
Contributor: Nick Wreden
|
|
How Much For The Brand License - Valuation of Brand Extension License Opportunities
|
|
|
|
|
Corporate or brand licensing represents a growing share of the many trademark license agreements developed each year. A trip to any major retailer reveals numerous brand extension and co-branded licensed products. Given the value of these brands, it's surprising that few licensor's use a formal valuation process for new license opportunities. Although valuation remains a hotly debated subject, it is possible to quantify the market value of brand extension license opportunities to secure stronger licensee commitments.
Contributor: Kirk Martensen
|
|
Balancing Creativity & Accountability
|
|
|
|
|
Branding needs accountability. Not enough importance is placed upon the measurement of strategic decisions, and in a new era where customers are now more than ever brand saavy, strategic decisions must be analysed and measured to ensure they are sound and deliver return on investment. This article examines two measurement tools and the advantages and disadvantages of each.
Contributor: Nick Wreden
|
|
Values Drive Value
|
|
|
|
|
When it comes to an organisation's values, attitudes, gestures and everyday actions at all levels are as important as broader business initiatives. As values become embedded in organisational behaviours then the platform is established to deliver real value to customers and to the community.
Contributor: Ross Peat
|
|
A Cure for Licensing Dyslexia, Developing a Trademark Licensing ROI model
|
|
|
|
|
What do Coca-Cola, GE, and McDonalds really gain by licensing their valuable
trademarks into products such as glassware, toasters and beach towels? For
years licensing has been used as a strategy to generate revenue from
established trademarks or brands. However, measuring the brand benefits that
are generated by licensed products demonstrates that there's more to
licensing than just royalty revenues.
Contributor: Kirk Martensen
|
|
Somewhere, an agency exec paces a padded cell
|
|
|
|
|
This article discusses the hot topic of payment by results. It discusses accountability vs. risk and how agencies should be held accountable as many other parts of the business such as sales or distribution. Technology, once out-of sync, has now enabled firms to improve their measurement effectiveness using POS, internet and call centres. It ends with a list of issues to consider when thinking about performance-based compensation.
Contributor: Nick Wreden
|
|
page 1
2
3
| Next
|
|
