Introducing The Brand Measurement Framework

January 1st, 2018

With contributor:

Summary

B2B organizations devote large portions of their marketing program budgets to brand, but often do a poor job of measuring brand’s impact. Understanding brand effectiveness must be based on the brand’s ability to help sell offerings in defined market segments. In this report, we describe the components of a best-in-class operational framework for brand measurement that provides an integrated structure for planning, measuring, reporting on, and managing B2B brand effectiveness.

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