How do you measure the performance of branding marketing?
Dong Li
6 replies
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?
Replies
Aarav Krishna@aarav_krishna
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
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@aarav_krishna How do you calculate the brand awareness and sentiment?
By brand awareness & conversions and all.
@jabari_zuri What KPI do you prefer to measure brand awareness?
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.
@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.