Best Practice Report

Operationalized Brand Measurement: Building the Indexes

January 1st, 2018


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.