Best Practice Report

Operationalized Brand Measurement: Component Deep Dive

January 1st, 2018

Summary

The Operationalized Brand Measurement Framework provides a structure for measuring the business results of brand initiatives. Reputation components include the target audience's awareness, perception, and preference for an organization's brand. For each component, identify metrics for tracking the impact of the brand in the context of need-based campaigns. In this report, we take a deep dive into the brand metrics that comprise the performance indicators for the three components of a reputation program: awareness, perception, and preference.

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