ANA, CoreBrand release brand revenue report

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New York—The Association of National Advertisers and CoreBrand have released a report that examines how successful branding strategies can drive a company's market share and revenue. “Brand Revenue: Measuring the Brand's Ability to Impact Revenue” identifies four elements that are critical in measuring a brand's impact on a company's bottom line: The brand's role in purchase decisions; unique marketplace dynamics; key economic drivers; and brand strength and performance. Companies must also consider “brand drivers,” such as brand awareness, brand consideration, purchase intent and brand affinity, when building models to measure a brand's impact on revenue and market share, according to the report.
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