Measure brand success using a combination of awareness, perception, preference, behavior, and business performance. Because a brand influences decisions over time and across many touchpoints, no single metric fully captures its value.
Useful indicators can include aided and unaided awareness, branded search demand, direct traffic, share of search, customer preference, consideration, sentiment, reviews, referral rates, retention, repeat purchases, pricing power, win rates, and customer lifetime value.
Research can also measure whether audiences associate the brand with the attributes and position the organization intends to own. If awareness grows but the market misunderstands what the company stands for, branding may not be succeeding strategically.
Measurement should begin with the objectives of the branding program and the desired brand position, then track changes consistently over time.
