Are your brand-building efforts really working? A new analytical approach for assessing and growing your brand

Abstract

Despite the proliferation of data and new technologies over the past several decades, brands remain challenged with finding comprehensive and data-driven solutions for measuring and improving brand health. By combining analytical concepts developed in the last century around consumer loyalty with currently available data and technology, marketers can more precisely define and measure brand health as well as grow loyalty over time with targeting strategies that drive short-term returns. This approach, anchored in levels of loyalty, provides an alternative to the traditional brand purchase funnel in orienting brand-building strategies and offers marketers new opportunities for assessing and ensuring brand performance in this post-pandemic climate of shifting consumer needs and uncertain macroenvironmental dynamics.