Branding is torn between legacy outdated models and high frequency approaches. Legacy branding approaches are mostly based on surveys, discrete and backward looking. They fall short of leading the modern decision makers and marketing executives especially as the consumer decision making cycles and the roles of interactions increase. High frequency approaches peddle zero-moment-of-truth but are more similar to sales-oriented hard push way of marketing. All marketing students know the drawbacks of sales orientation in marketing.
Branding requires linking today with tomorrow rather than only focusing on a click. Thus, a proper branding should be based on brand affinity analysis with an emphasis on customer lifetime value. The accountability arises when these actions in the long-run contribute to the sales.
Over the years eBrandValue generated a suite of novel tools and methodologies to define modern branding. The focus is centered on brand affinities. Brand actions can now be measured in an accountable manner towards increasing long-term sales and brand value simultaneously. A recent white paper1 summarizes the approach culminating in a brand-health framework. The white paper can be downloaded from the website by selecting it from the drop-down menu.
1eBrandValue (2020), ”Accelerate Your Marketing Through eBrandValue’s Brand-Health Framework,” August.
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