I read with interest the article on measuring brand performance (MW July 24). The issue of brand measurement is a complicated one, and for many organisations continues to be an ongoing battle to define “true” brand measurement. While I recognise that there is a lot riding on brand success, there is not, and probably never will be a “one size fits all” approach.
Working in a performance-based environment, I have experienced many organisations using online marketing initiatives as a method of measuring brand success. The golden rule is not to settle for a single method and hope that this will be the right model. Brands are present across many media, and organisations must realise that these need to be measured in different ways to ascertain brand success.
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