How ESPN measures its brand health

This event report outlines ESPN's "philosophy" for measuring its brand health, an approach that treats this measure as a "living, breathing" metric.

How ESPN measures its brand health

Geoffrey PrecourtWarc

ESPN, the global sports network, anchors every metric in a carefully articulated philosophy: "Brand health is not a survey or occasional focus groups. It's a living, breathing, improv interpretation of more than 15 instruments that combine to perpetually monitor the brand's 'tune'."

The orchestra of tools informing this perspective includes quantitative measures such as:

  • ESPN Brand Tracker
  • ESPN Sports Poll
  • ESPN Sports Tracker
  • ESPN Media Lab
  • Digital Tracker
  • Sports News Tracker
  • Cross-platform measurement
  • Social media metrics

The "philosophy" continues: "The job of the researcher or 'conductor' is deciding which instruments are...

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