Return on Brand Investment – Taking a Data-driven Approach to Branding

Roman Reichelt, Minh Dang Nguyen, Stephanie Trachsel and Anna Benner

Marketing Review St.Gallen, 2023, vol. 40, issue 5, 20-27

Abstract: The Credit Suisse 2022 brand refresh took a data-driven approach, combining classic inside-out analysis with customer and brand research and adding layers of implicit and predictive testing using the latest technologies. The new brand positioning and design drove KPIs and generated a positive return on brand investment, proving that brands can drive business.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:301901

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