Operationalized Brand Measurement: Building the Indexes

The Operationalized Brand Measurement Framework provides a structure for evaluating the performance of reputation-building programs within the context of a B2B campaign. Indexes that organize brand metrics and summarize the distinct elements of brand performance serve as key enablers of operationalized brand measurement. When fluctuations in the index values are understood, they can be correlated with demand generation metrics and the subsequent business impacts they produce. In this report, we detail the process for creating these indexes to develop a summarized view of brand impact on campaign outcomes.