Such measurement is a vital tool for keeping track of performance, yet businesses often misunderstand it
A brand is the promise, both made and kept, about realising a business’s purpose in accordance with its competitive advantage. It is unquestionably an asset, adding value to and having an effect on all stakeholders when they engage with any of a business’s experience points; it is also the totality of those experiences delivered to both internal and external stakeholders.
Despite the importance of brand measurement, however, it’s often misunderstood by businesses at large. Marketing and brand are not the same. The measurement of marketing effectiveness, while incredibly important, can be limited, often focusing on specific instances of tactical marketing activity. Brand measurement, however, should take a long-term approach. Realising a business’s purpose and its competitive advantage through a holistic customer experience strategy requires an investment of time and a mindset transcending delimited customer satisfaction.
Users’ points of view must inform brand measurement. Guided by design thinking best practice, business success in the contemporary market landscape is grounded in being user-centric across all experience points. Meaningful and valuable brand measurement should focus on targeted user experiences from those who have had a genuine engagement with the business’s experience points.
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