Exploratory research is the starting point<\/em> for quantitatively measuring your brand or creatively invigorating a campaign. Without including parameters that are irrelevant in practice. <\/p>

<\/p>

3. Don’t Focus Solely on Short-Term Effects, Start Monitoring<\/h2>

There is an important distinction between your brand and marketing. Sales and marketing activities are often focused on short-term sales; a brand is not built in a few weeks. Just as an athlete must train for years to become stronger, better, faster, the brand’s heart of your organisation needs time to set the right course and to grow step by step. <\/p>

The effects of sales campaigns are reflected much more quickly in revenue figures but are not always a predictor of long-term effects at the brand level. It takes time, for example, to establish CEPs and DBAs in a consumer’s memory. The stronger the link between CEPs and DBAs and the brand, the better your brand performs in the market. If you don’t also work on these more implicit connections with your brand alongside your sales activations, the effect of each activation will fade as soon as you stop. By combining short-term sales campaigns with long-term brand campaigns, you achieve the best results. <\/p>

So, if you are going to measure your brand:<\/p>

• determine a starting point for measurement<\/li>
• preferably with good exploratory preliminary research<\/li>
• derive the necessary insights for the creative brief from it, and<\/li>
• then continuously measure what your branding yields<\/li><\/ul>
  <\/div>

  In short, monitor your brand.<\/p>

  <\/p>

  4. Look at the Complete Picture<\/h2>

  Preferably map your brand implicitly or through behaviour, conduct thorough exploratory research before taking steps to measure, and don’t focus solely on short-term effects. But what exactly should you measure? An apple a day keeps the doctor away. <\/em>Unfortunately, it’s not that simple: you will need to map the entire spectrum (if necessary, in stages).<\/p>

  The heart that keeps your organisation alive has multiple facets: blood, muscles, oxygen. Merely mapping brand awareness or preference is like a fizzy tablet replacing the many vitamins and raw materials the body needs. You\u2019ll need more than just an apple.<\/em><\/p>

  \u200d<\/p><\/div><\/div><\/div>

  The 3 Building Blocks<\/h2><\/div><\/div><\/div>

  If brand research measures the health of your brand, then there are 3 building blocks you must measure and nurture: Salience, Affinity, and Performance.<\/p>

  Salience<\/strong> is the degree to which people think of your brand in relevant situations (i.e., ‘hooks’) supported by (audio)visual elements that act as a trigger for the brand. These category entry points (CEPs) and distinctive brand assets (DBAs) must be unique yet widely known, and strongly linked to your brand to be effective. <\/p>

  Affinity<\/strong> is the extent to which branding adds the right emotional value (and the right personality) to your products or services. This building block relates to the ’emotional component’ of the brand. Does the brand strike the right chord, does it attract or repel, and how does that compare to the competition? <\/p>

  Performance<\/strong> is the extent to which branding adds value to the brand and drives conversion in the brand funnel. This includes consideration and preference, but also the ease with which your brand can be purchased and found (in-store or online). <\/p><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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