Measuring brand value
John Wolfe
In the ongoing debate over the return on investment of marketing expenditures, the ANA wants to bring to the forefront the controversial issue of measuring brand value. The ANA's goal is to develop a uniform metric that provides a clear picture of what marketing efforts contribute to a company's bottom line — a metric that CMOs, CFOs, and CEOs can all agree on.
“We want to create uniformity and give marketers a standardized way to measure brands,” says Bob Liodice, president and CEO of the ANA.
To achieve that objective, the ANA has teamed with...