Introduction to Metrics for Measuring Brand Assets

Hi, welcome to the module on brands. Brands are core to marketing and they’re everywhere. We interact with brands when we wake up, have our first coffee, when we have food, breakfast or lunch, when we go to work. When we go to bed, the clothes we wear, we interacted brands all day long. And here we are to understand what is the value of brands and how marketing affects brand value. In this module, we will delve into the meaning of brands, explore how marketers build a brand’s architecture, understand the ways companies measure the value provided by brands.

By the end of these module, you will be able to define and evaluate a brand and brand architecture, track the value of brands over time, measure the impact on brand value of marketing decisions. So let’s get started.