‘Beauty is in the eye of the beholder’: How marketers are conveying brand value
Whether relying on valuations from consultancy groups, analysing pricing power or opting for bespoke metrics, there is no set definition on how to judge brand impact.
The importance of building a brand is not likely to be disputed by many marketers.
The Marketing Week archives are full of examples of businesses reaping the rewards after investing more in brand. From B2B businesses waking up to the benefits of brand, to digital giants seeing the effect of investing in brand-building after an overreliance on performance advertising, the benefits a strong brand can bring is writ large in many of these case studies.
Most marketing leaders would view building a strong brand as one of, if not the most, crucial job for their function. However, there’s no simple way to step back and look at the brand you’ve helped create. Unlike a house builder or a car maker, there is no visible end product you can show to the rest of a business to indicate a job well done.
