Measuring the brand impact of search – Isolating and quantifying the value and effectiveness of niche brand communications on brand equity

Mark Greenstreet and Jonny Protheroe
ævolve, Aegis Media, United Kingdom

INTRODUCTION

Most commentators agree that the brand communication landscape is now very complex and becoming more so. Consumers have more choice and brands are employing increasingly sophisticated communication strategies.

In addition brand owners are recognising that previously discrete elements of their marketing communications should be managed (therefore measured) in an integrated manner – leading to the concept of “Integrated Marketing Communications”.

This presents researchers with the challenge of finding new holistic approaches to measure the impact of different elements of a communications campaign in a consistent way.