Are your brand-building efforts really working? A new analytical approach for assessing and growing your brand

Emiko Seale
Additional contact information
Emiko Seale: TransUnion, USA

Journal of Brand Strategy, 2023, vol. 12, issue 2, 126-138

Abstract: Despite the proliferation of data and new technologies over the past several decades, brands remain challenged with finding comprehensive and data-driven solutions for measuring and improving brand health. By combining analytical concepts developed in the last century around consumer loyalty with currently available data and technology, marketers can more precisely define and measure brand health as well as grow loyalty over time with targeting strategies that drive short-term returns. This approach, anchored in levels of loyalty, provides an alternative to the traditional brand purchase funnel in orienting brand-building strategies and offers marketers new opportunities for assessing and ensuring brand performance in this post-pandemic climate of shifting consumer needs and uncertain macroenvironmental dynamics.

Keywords: brand building; brand health; movable middles; switching behaviour; beta distribution; loyalty spectrum; marketing effectiveness; measurement; CPG; retail media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/7949/download/ (application/pdf)
https://hstalks.com/article/7949/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2023:v:12:i:2:p:126-138

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().