Budgeting for Brand Outcomes

This paper summarizes the development of a new method of developing, building and maintaining brands, starting first with a brief description of how brand managers have typically operated in terms of brand budgeting and allocation, why those processes are used and the challenges which they present.

Budgeting For Brand Outcomes

Don SchultzNorthwestern University and Targetbase Marketing International

INTRODUCTION

There is little question the brand will be the primary asset and corporate value of most commercial organizations as they enter the twenty-first century marketplace. As technology takes away the benefits of product differentiation, distribution systems, pricing and even promotion, more and more organizations will rely on their brand and the relationships those brands create with their customers as their primary tools to build sales and profits.1Yet, in spite of their value, surprisingly little is known about how brands are developed, built and maintained....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands