New Microsoft Word Document

A Case Study with reference to “PROS & CONS OF BUSINESS PROCESS
INTEGRATION
FOR GROWTH & EXPANSION "
BANGALORE
Name of the Candidate Zainabunnisa
Roll No: 8780780
Internal Guide
Channaveere Gowda B N
Associate Professor
Dept of Management Studies
Vivekananda Degree College
External Guide
UdayKumar
General Manager
Garden City Fashions Pvt Ltd
Certificate
Zainabunnisa,
8780780
“PROS & CONS OF BUSINESS PROCESS INTEGRATION
FOR
GROWTH & EXPANSION
Channaveere Gowda B N
Associate Professor
External Guide
UdayKumar
This, from Wikipedia: “A brand is a symbolic construct created within the minds of
people and consists of all the information and expectations associated with a product or
service
this simplified definition, from the book, BrandSimple: “A brand is what your product or
service stands for in people’s minds. Brands live in your head… Mental associations that
get stirred up when you think of a particular car or camera or watch or pair of jeans.”
In Brand Warfare, David F. D’Alessandro, CEO of John Hancock said, “A brand is

whatever the consumer thinks of when he hears your company’s name. Branding is
everything…”
The Best Of Branding, James Gregory said: “A corporate brand is the product of millions
of experiences, with vendors, employees, customers, media, etc
Tom Peters says, “Branding is ultimately about nothing more and nothing less than heart.
It’s about passion… what you care about. It’s about what’s inside you, your team, your
division, your company
NEED FOR BRAND AWARENES

Today’s market is flooded with number of similar products. All these similar products
claim to fulfill their consumers demands.However, amongst them, there are only very
few products which are able to create a market for themselves.
Therefore, it’s very important for every organization to create awareness about their
product so that the consumers perceive their product as they want them to perceive it.
This is called branding. In simple words, brand refers to the set of emotions, image, or
perception which the consumers perceive when they think about the product or
organization. It is used to create an identity of the product or the organization in the
competitive market.
The ultimate aim of all organization is to attract consumers and increase its sales. This is
possible only when the common man in the market is aware of the products in the
market.
Therefore, it’s very important for organizations to create brand awareness about its
product or about itself. This helps to know the awareness level of the customers about
the product and the organization.So, higher the brand awareness, the more it aspires the
customers to buy the product and encourages them for repeat purchases.
Higher the rate of brand awareness, higher is the chances to fence of the
competitors. So, there is an increase in the sales volume and hence the profitability
A brand reflects all the tangible and intangible qualities of a product .This helps the
consumers to know about the product in detail and thus influence the buying decision of
the consumers.
A brand is the representation of the quality and image of the product. This in return
reflects the lifestyle and status of the consumers. So, brand awareness helps the
potential consumers to associate themselves with the strong brands in establishing a
status symbol with them.Besides, strong brand awareness, helps the organizations to
command a premium price and thus maximize their profit.
Brands awareness creates recognition of the product or organization in the market. It

helps to distinguish the product from its competitors and thus helps to create a niche
market for itself. This in return helps to build a strong, loyal consumer which further
helps to create stronger brand awareness about the product and organization through
word of mouth and henceforth consistent profitability.
Building a strong brand name is key factor for business success. In the competitive business environment of today, consumer
sophistication has altered business practices. Organizations are forced to anticipate customers’ needs and convey clear messages to
consumers by establishing strong brand names and focusing on brand building.
Brand awareness primarily determines a firm’s promise to consumers. This involves developing a product or service, agree on the best
positioning to gain competitive edge and decide on the marketing and advertising strategies to convey the promise to consumers. By
effectively communicating its branding message, a firm can tell the public “this is who we are; this is what we can do for you; this is how we
will satisfy your needs.” In doing so, not only it creates brand awareness, but it also builds consumer expectations that it pledges to
constantly meet by delivering superior products and services. Through effective targeting of consumer needs, a product brand name can
come to the forefront of consumer perception by meeting those needs and by making consumers relating the brand name with the product.
A brand’s practical attributes and symbolic values are inherent elements that help the brand appeal on consumers’ minds and emotion.
When consumers relate brands with symbols, it becomes easier for an organization to raise consumer interest. For instance, Lexus is
known for luxury, or Apple is known for innovation. Therefore, in consumers’ minds, a brand is more than just a recognizable name: it is a
promise that needs to be met on a regular basis.
This is, after all, the importance of building brand awareness. By raising consumer interest and making consumers aware of their products
and services, firms not only expand their customer base, but they also keep their loyal customers and increase their market share. In other
words, the more aware consumers are of a brand, the more likely they are to buy from a particular business.
As a firm increases its customer base and attracts more customers, it also increases its sales and profitability. Ideally, a firm wants to
introduce its products and services to a growing number of consumers, who will become loyal customers of the firm as soon as they relate
the firm with the brand and the promise it conveys to the satisfaction of their needs. By identifying and understanding the needs of target
customers and adding brand value to its products and services, a firm is able to build brand awareness through advertising. Consumers will
soon turn into customers and subconsciously will act as advocates of the firm by using word-of-mouth advertising. Moreover, by being
aware of the brand and its value, they are highly likely to make repeat purchases, thus increasing the firm’s profitability even more.
Moreover, brand awareness enables a firm to achieve product differentiation. For instance, Apple is widely regarded as highly recognizable
brand that nearly 90% of consumers are aware of. This means that Apple has the option to offer to consumers and prospect customers
differentiated products and services, thus gaining a competitive edge. This enables Apple to position its products more effectively and to
increase its market share, only because consumers, as a result of brand awareness, would choose an Apple product over a similar product
of another company.
In conclusion, brand awareness refers to the extent that consumers are aware of a firm’s products and services. In order to remain
competitive and differentiated, firms need to develop branding strategies that allow them to increase brand awareness and recognition. To
achieve that, they have to create expectations to consumers and be able to meet them. It is very important for a firm to understand how
consumers perceive its brand and implement the appropriate strategies to create business value. In doing so, not only it prioritizes brand
building investment to satisfy customers’ expectations, but it also creates customer loyalty that, in return, boosts profitability and expands
business
Please read:
A personal appeal from
Wikimedia Executive Director
Sue Gardner
Brand awareness
From Wikipedia, the free encyclopedia
Jump to: navigation, search
Brand awareness is a marketing concept that measures consumers' knowledge of a

brand's existence. At the aggregate (brand) level, it refers to the proportion of consumers
who know of the brand.
Contents
[hide]
• 1 Measurement driven conceptualization

• 2 Research on metrics
• 3 Stability of responses
• 4 References
[edit] Measurement driven conceptualization
Brand awareness means the extent to which a brand associated with a particular product
is documented by potential and existing customers either positively or negatively.
Creation of brand awareness is the primary goal of advertising at the beginning of any
product's life cycle in target markets. In fact, brand awareness has influence on buying
behaviour of a buyer. All of these calculations are, at best, approximations. A more
complete understanding of the brand can occur if multiple measures are used.
A brand equity is the positive effect of the brand on the difference between the prices that
the consumer accepts to pay when the brand known compared to the value of the benefit
received.
There are two schools of thought regarding the existence of negative brand equity. One
perspective states brand equity cannot be negative, hypothesizing only positive brand
equity is created by marketing activities such as advertising, PR, and promotion. A
second perspective is that negative equity can exist, due to catastrophic events to the
brand, such as a wide product recall or continued negative press attention (Blackwater or
Halliburton, for example).
Colloquially, the term "negative brand equity" may be used to describe a product or
service where a brand has a negligible effect on a product level when compared to a no-
name or private label product. The brand-related negative intangible assets are called
“brand liability”, compared with “brand equity” [11].
Family branding vs. individual branding strategies
The greater a company's brand equity, the greater the probability that the company will
use a family branding strategy rather than an individual branding strategy. This is because
family branding allows them to leverage the equity accumulated in the core brand.
Aspects of brand equity includes: brand loyalty, awareness, association, and perception of
quality.
Brand awareness can be measured by showing a consumer the brand and asking whether
or not they knew of it beforehand. However, in common market research practice a
variety of recognition and recall measures of brand awareness are employed all of which
test the brand name's association to a product category cue, this came about because most
market research in the 20th Century was conducted by post or telephone, actually
showing the brand to consumers usually required more expensive face-to-face interviews
(until web-based interviews became possible). This has led many textbooks to
conceptualise brand awareness simply as its measures, that is, knowledge that the brand
is a member of a particular product category, e.g. soft-drinks. Examples of such measures
include:
• Brand recognition - Either the brand name or both the brand name and category
name are presented to respondents.
• Brand recall - the product category name is given to respondents who are asked to
recall as many brands as possible that are members of the category.
• Top of mind awareness - as above, but only the first brand recalled is recorded
(also known as spontaneous brand recall).
[edit] Research on metrics
There has been discussion in industry and practice about the meaning and value of
various brand awareness metrics. Recently, an empirical study appeared to put this debate
to rest by suggesting that all awareness metrics were systematically related, simply
reflecting their difficulty, in the same way that certain questions are more difficult in
academic exams [1].
Brand recall
Brand Recall is the extent to which a brand name is recalled as a member of a brand,
product or service class, as distinct from brand recognition.
Common market research usage is that pure brand recall requires "unaided recall". For
example a respondent may be asked to recall the names of any cars he may know, or any
whisky brands he may know.
Some researchers divide recall into both "unaided" and "aided" recall. "Aided recall"
measures the extent to which a brand name is remembered when the actual brand name is
prompted. An example of such a question is "Do you know of the "Honda" brand?"
In terms of brand exposure, companies want to look for high levels of unaided recall in
relation to their competitors. The first recalled brand name (often called "top of mind")
has a distinct competitive advantage in brand space, as it has the first chance of
evaluation for purchase.
Brand Recognition
Brand Recognition is the extent to which a brand is recognized for stated brand attributes
or communications
In some cases brand recognition is defined as aided recall - and as a subset of brand
recall. In the case, brand recognition is the extent to which a brand name is recognized
when prompted with the actual name.
A broader view of brand recognition is the extent to which a brand is recognized within a
product class for certain attributes. Logo and tagline testing can be seen as a form of
brand recognition testing. For example, if a product name can be associated with a certain
tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand
recognition is present.
[edit] Stability of responses
While brand awareness scores tend to be quite stable at aggregate (level) level, individual
consumers show considerable propensity to change their responses to recall based brand
awareness measures. For top of mind recall measures, consumers give the same answer in
two interviews typically only 50% the time [2]. Similar low levels of consistency in
response have been recorded for other cues to elicit brand name responses [3]
[edit] References
1. ^ Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995), "The

Underlying Structure of Brand Awareness Scores," Marketing Science, 14 (No. 3,
Part 2), G170-G79.
2. ^ Day, George S. and Robert W. Pratt (1971), "Stability of Appliance Brand
Awareness," Journal of Marketing Research, 8 (February), 85-9.
3. ^ Dall'Olmo Riley, F., A.S.C. Ehrenberg, S.B. Castleberry, T.P. Barwise, and
N.R. Barnard (1997), "The Variability of Attitudinal Repeat-Rates," International
Journal of Research in Marketing, 14 (No. 5), 437-50.
Retrieved from "http://en.wikipedia.org/wiki/Brand_awareness"

Categories: Branding
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•
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to
the practice of producers burning their mark (or brand) onto their products.[19]
Although connected with the history of trademarks[20] and including earlier examples
which could be deemed "protobrands" (such as the marketing puns of the "Vesuvinum"
wine jars found at Pompeii),[21] brands in the field of mass-marketing originated in the
19th century with the advent of packaged goods. Industrialization moved the production
of many household items, such as soap, from local communities to centralized factories.
When shipping their items, the factories would literally brand their logo or insignia on the
barrels used, extending the meaning of "brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's
first trademark. Lyle’s Golden Syrup makes a similar claim, having been named as
Britain's oldest brand, with its green and gold packaging having remained almost
unchanged since 1885. Another example comes from Antiche Fornaci Giorgi in Italy,
whose bricks are stamped or carved with the same proto-logo since 1731, as found in
Saint Peter's Basilica in Vatican City.
Cattle were branded long before this. The term "maverick," originally meaning an
unbranded calf, comes from Texas rancher Samuel Augustus Maverick who, following
the American Civil War, decided that since all other cattle were branded, his would be
identified by having no markings at all. Even the signatures on paintings of famous artists
like Leonardo Da Vinci can be viewed as an early branding tool.
Factories established during the Industrial Revolution introduced mass-produced goods

and needed to sell their products to a wider market, to customers previously familiar only
with locally-produced goods. It quickly became apparent that a generic package of soap
had difficulty competing with familiar, local products. The packaged goods
manufacturers needed to convince the market that the public could place just as much
trust in the non-local product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima,
and Quaker Oats were among the first products to be 'branded', in an effort to increase the
consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's
rice and Kellogg's breakfast cereal furnish illustrations of the problem.
Around 1900, James Walter Thompson published a house ad explaining trademark

advertising. This was an early commercial explanation of what we now know as
branding. Companies soon adopted slogans, mascots, and jingles that began to appear on
radio and early television. By the 1940s,[22] manufacturers began to recognize the way in
which consumers were developing relationships with their brands in a
social/psychological/anthropological sense.
From there, manufacturers quickly learned to build their brand's identity and personality
(see brand identity and brand personality), such as youthfulness, fun or luxury. This
began the practice we now know as "branding" today, where the consumers buy "the
brand" instead of the product. This trend continued to the 1980s, and is now quantified in
concepts such as brand value and brand equity. Naomi Klein has described this
development as "brand equity mania".[13] In 1988, for example, Philip Morris purchased
Kraft for six times what the company was worth on paper; it was felt that what they really
purchased was its brand name.[23]
Marlboro Friday: April 2, 1993 - marked by some as the death of the brand[13] - the day
Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in
order to compete with bargain cigarettes. Marlboro cigarettes were noted at the time for
their heavy advertising campaigns and well-nuanced brand image. In response to the
announcement Wall street stocks nose-dived[13] for a large number of branded companies:
Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event signalled the
beginning of a trend towards "brand blindness" (Klein 13), questioning the power of
"brand value."
QUESTIONEIR
Brand Awareness Survey
Marketing professionals are taking advantage of the Internet as a cost-effective way to

create measures of brand awareness. These measures are collected through time in order
to see the impact of marketing campaigns on brand awareness of the whole population or
a customer segment. Some examples of brand awareness measures include:
• Brand recognition - Brand name or brand name category recognition. e.g. Check
which of these online retailers have you visited or heard about?
• Brand recall - A product category is given to respondents who then list all the
brands they can remember in this product category.
• Spontaneous brand recall - Similar to the above, except only the first brand that
pops into a consumers mind when a product category is given.
Once you have designed your questionnaire, you want to make sure you answer
actionable brand awareness questions:
• Do customer segments differ in the brand awareness measures

• How does spend differ by each of the demographic or other segment type>
• Is there any segment that is completely unaware of your product?
• Which segment perceives your product the best? Why?
Below is a sample of a marketing survey from our extensive survey library. We have a
wide variety of marketing surveys you can build and edit upon. This one is a brand
awareness survey that can help your business create brand awareness measures.
Mineful is a web based software you can use to create marketing online surveys, building
business web forms, and analyze data. Mineful's market research software and online
questionnaire tool helps you:
• Create online surveys using an intuitive wizard interface.

• Send invitations and track respondents using uploadable email lists.
• Choose from a wide variety of marketing surveys and brand awareness survey
templates.
• View your data and create analysis and graphs online.
To see our extensive library of marketing surveys and other questionnaire templates visit
our Questionnaire Examples page.
Image, as they say, is everything. Successfully measuring brand equity and awareness can help companies
tailor their marketing mix in a way that is not only cost-effective but also strategic in the long run. Most
companies agree that their brand is an asset, yet measuring awareness and equity of the same asset seems
to be more than art than a science. Measuring ROI on your brand exposure is quite challenging and there
are multiple models to effectively measure it. The Brand Equity and Awareness model developed here at
QuestionPro allows companies to get actionable intelligence and answers to the questions like:
1. Are there "Clusters" of users that value my brand differently? For example, do males between the
ages of 21-30 have a higher awareness of my brand than everyone else?
2. What is my brand awareness compared to my competitors? Do users recognize my competitors

brand significantly more than mine?
3. Are users happier/satisfied with my competitors brands relative to mine? What kind of satisfaction
levels do my competitors brands have?
4. What is the median spend for users in this product segment? What piece of the pie are we
capturing?
5. Where is the Zero-Awareness Cluster (If it exists)? Are are clusters that are not aware of your
(including your competitors) brand? Does this potentially offer a untapped/overlooked market?
There are many models and mechanisms to measure brand equity and awareness and pros and cons of
each of the models are beyond the scope of this article. The QuestionPro Brand Equity & Awareness Model
allows you to use an established model and customize it based on your requirements and for you your
industry/company. The model consists of executing a survey on a sample population consisting of likely
consumers. The survey itself is fully customizable and can be adjusted to match specific requirements other
than the key branding components that it measures. The model fundamentally relies on an online survey
administered to a sample population of likely customers. Data collected via this mechanism is then tabulated
and cross-segmented to perform the various the analytical models.
Survey Structure
The survey itself consists of two broad sections:
Section 1: Demographic Segmentation

Users are generally profiled based on general overall attributes that is relevant to the industry segment.
Standardized profiling items for consumer oriented products usually differ from business-to-business
oriented products.
1. Consumer Oriented (Age, Gender, Household Income etc.)
2. Business Oriented (Employee Strength, Industry, Job Function etc.)
Section 2: Competitive Brand Awareness & Usage Loop

User are presented with a list of brands, including yours to mark awareness. This sections quantifies:
• Users who are aware of the different brand(s) -- Of the users that are aware of the brands the
model "dives" into an individual probing segment:
o Users who have purchased/used the different brands over the last 6/12 months
1. Brand/Competitive Product Satisfaction -- Users who have used your/competitors

brands are further probed on satisfaction with your/competing products.
2. Recommendation and Word of Mouth implications are also probed.
3. An estimate of "Spending" is also measured.
o Users who plan on purchasing/using the different brands over the next 6/12 months.
 Users who are not aware of any of your (or your competitors) brands are also recorded for cluster
analysis for the Zero-Awareness Cluster.
Actionable Intelligence
Once the survey is fielded and data-collected the model provides access to a dashboard that addresses the
following:
• Detailed Frequency Analysis of the Demographic/Profiling section (Age/Gender/Industry/Employee

Strength etc.):
1. Overall Distribution
2. Cross-Segmentation based on High Brand Awareness Product Vs. Your Product
3. Brand A Distribution Vs. Brand B Distribution of the profile
• Brand Awareness Distribution
1. Absolute Frequency Analysis on your brand awareness relative to the other brands.
2. TURF Analysis on the brand-awareness choice to measure Unduplicated Reach.
• Satisfaction & Recommendation Scoring
1. Relative measure of product/service satisfaction scores of each of the brands compared to

yours.
2. Relative measure of product endorsement (recommendation) of each of the brands.

Measure of "Word of Mouth" or Viral marketing.
• Median "Spend" on the product/service category.
1. Overall Median "Spend" Vs. Median Spend of users who are aware of your Product
• Identify and Report the Zero-Awareness Cluster.

Marketing professionals are taking advantage of the Internet as a cost-effective way to

create measures of brand awareness. These measures are collected through time in order
to see the impact of marketing campaigns on brand awareness of the whole population or
a customer segment. Some examples of brand awareness measures include:
• Brand recognition - Brand name or brand name category recognition. e.g. Check
which of these online retailers have you visited or heard about?
• Brand recall - A product category is given to respondents who then list all the
brands they can remember in this product category.
• Spontaneous brand recall - Similar to the above, except only the first brand that
pops into a consumers mind when a product category is given.
Once you have designed your questionnaire, you want to make sure you answer
actionable brand awareness questions:
• Do customer segments differ in the brand awareness measures

• How does spend differ by each of the demographic or other segment type>
• Is there any segment that is completely unaware of your product?
• Which segment perceives your product the best? Why?
Below is a sample of a marketing survey from our extensive survey library. We have a
wide variety of marketing surveys you can build and edit upon. This one is a brand
awareness survey that can help your business create brand awareness measures.
Mineful is a web based software you can use to create marketing online surveys, building
business web forms, and analyze data. Mineful's market research software and online
questionnaire tool helps you:
• Create online surveys using an intuitive wizard interface.

• Send invitations and track respondents using uploadable email lists.
• Choose from a wide variety of marketing surveys and brand awareness survey
templates.
• View your data and create analysis and graphs online.
Measuring Brand Awareness

From time to time I come across polls and surveys revealing the brands that have
captured the highest levels of awareness. The results usually generate several
sensationalist articles with one brand driving another to obscurity. This has prompted me
to pause and consider the utility of measures of brand awareness. Frankly, becoming a
best-remembered brand is an inconsequential achievement.
To purchase most products and services requires more than simple brand awareness. We
also need to have positive evaluations and emotions about the brand. Indeed, brands can
increase their levels of brand awareness by performing poorly. This may explain why
brands with enormous strategic problems and flagging sales, register strong in brand
awareness.
Brand awareness is important for low-involvement purchases, because consumers will

often decide from a list of recalled brands brought directly from memory. It is no
surprise, therefore, that when brands are measured by awareness most of the top ten
brands in the survey are in low-involvement categories, such as breakfast cereal and
detergent. Brands in these categories are purchased and used frequently.
When prompted to name random brands, most consumers will retrieve these kinds of
brands from memory. But brands from other categories where brand awareness is less
crucial are unlikely to feature in the top ten, even though consumers may have stronger
relationships with them.
Brands that exist in higher-involvement categories, such as cars, are less likely to be
recalled in this way. Brand awareness polls also contradict the target market philosophy
most brands adhere to. Luxury brands such as Prada pride themselves on being known by
an exclusive minority.
Many marketers make the mistake of only measuring brand awareness under the
impression that this provides an accurate indication of brand health.
In fact it is the nature, strength and importance of the brand associations in the minds of
consumers that provides marketers with the true empirical vision of their brand equity.
Any undergraduate with a calculator and a free afternoon can happily produce a valid
league table of brand awareness scores. But no agency has yet produced an effective tool
for measuring their clients' brand associations. Now that would be worth a few column
inches
The Top Secret Hidden Never To Be Reveled Come Hell Or High Water Key To
Measuring Branding Campaigns:
Answer this simple question: Why %&#$!^ are you doing the "branding campaign"?
Every campaign, and in turn website has a purpose. All you need to do is figure out what
the purpose of your campaign is, no matter how outlandish (or childish) your goal.
The typical focus by companies, and the creative types in their employ, is to simply focus
on figuring out what you are doing to do in the campaign.
I am recommending that they hold their horses / put their pants back on / slowly sit down
in their over-stuffed chairs. You too!
Figuring our what you are going do do with your campaigns can come after you figure
out why you are doing these campaigns. No, not just because you have money or because
that is how things have always been and absolutely not because someone (a HiPPO!)
asked you to.
Once you know the desired outcome you'll be surprised to learn all the wonderful
measurement possibilities that await you online, things that would be nearly impossible
offline. [The web rocks!]
Measurement Recommendations for Desired Branding Outcomes.
In order to help you make the leap in the rest of this post I want to share the most
common outcomes I have heard associated with branding campaigns, and my
recommendations as to what they should measure for their brand campaigns online.
My hope is that this bushel of ideas will spark your own creativity when it comes to
measuring your campaigns.
Outcome #1: To attract "prospects" / new customers.
This is perhaps the most common desired outcome: "I am doing branding campaigns to
attract new prospects to our website. They will come, they will be wowed by our glory,
they will immediately convert."
It is not very hard to measure these campaigns.

Measure the change in the percentage of New Visitors to your website, its the orange line
in the graph above.
Ideally you'll measure the number prior to your branding campaign, say Feb 2009, and
then you'll measure it again during your campaign, March 2009. See if you were able to
get more traffic to arrive at your site, and if they were Existing Visitors or New Visitors
(hopefully measured with a first party cookie in your website analytics tool).
For good measure, just to be extra sure you'll segment out the visitors who come by
clicking on your campaigns (display/banner, YouTube, rich media, whatever), and see
how many of them were truly new.
At this point there is no expectation that any other outcome was delivered, just a visit by
someone who had never been to your site before. A fairly low bar.
Outcome #2: To share your business value proposition.
You are a news site like The New York Times or you are a non-profit like Idealist or you
are the team running Google Maps.
The goal of your campaigns is to simple share your unique value proposition with
everyone. They'll be impressed enough to come visit your site and then do so repeatedly.
The ideal metrics for this desired outcome are Visitor Loyalty & Visitor Recency.
(Click on image for a higher resolution version.)
The data in the above report shows how frequently during a time period do the website's
visitors visit the website. In the Before version you can see that most people, 69.79%,
visited the website just once. In the After version, when the branding campaigns were
running, only 63.25% of the visitors visited just once. Which means atleast 7% of the
visitors shifted to visiting more than once.
You can credit the branding campaigns with that shift (if that is all you were doing).
Better still you can segment the traffic from the campaigns and validate that hypothesis.
If people were impressed enough with your value proposition and visited more often the
the brand campaign was a success.
Another good idea is to measure segmented Visitor Recency.
In this case the analysis will try to judge if the traffic acquired by paid search branding
campaigns is visiting my website more frequently in any time period, when compared
with other segments of traffic (in this case I am comparing it to All Visits).
Outcome #3: To impress people about your greatness and buy more.
I wanted to put this as #3 because if it were a "conversion" campaign then it would not be
a "branding" / feel good campaign.
But there are certainly campaigns that you run to prop up your brand that will entice
people to buy more from you. If they were only going to buy underwear then now they'll
also buy a pair of shoes and headphones.
I recommend segmenting the traffic and measuring revenue lift but also measuring the
average order size, if you did your job right then that latter number should be higher.
In this case our Yahoo! display campaigns did wonderfully in terms of conversion rate,
but not in terms of the major goal of the campaign – sell more stuff.
Another thing people forget is to measure the overall impact, beyond simple conversions.
Sure measure it as above but it is also good to marry up the qualitative data and measure
Task Completion Rate using a onexit survey tool (use a free one like 4q from
iPerceptions).
You can accomplish these goals:
~ Get an optimal understanding of what kind of people you ended up attracting to

your website (look at primary purpose & distribution).
~ Were these people, even if all you wanted from them was to buy from you, able
to complete their tasks.
In the above case that is clearly not true.
Perhaps your Average Order Size is not great because only 44% of the people who came
to buy, as a result of your branding campaigns, were able to complete their task!
You would have fired your ad agency for a crappy campaign, turns out they did their job
well but it was your website that stunk. Perhaps someone in your team needs to get fired?
Perhaps you? (Just teasing!)
Note how marrying the Qualitative and Quantitative data can be helpful and identify true
points of failure / success
Outcome #4: To whisper sweet nothings to drive offline action!
Most commerce / love / stuff still happens in the real world and many many companies
use various online marketing channels to drive people to take offline action (make
purchases in stores or via their phone channel, show up for a woman's rights rally,
meetup at a concert etc).
You can measure the impact of these campaigns right on your website, using any onexit
survey tool and by applying some delightful regressions on your data. You can compute
two important metrics:
Likelihood to Recommend / Brand Lift

You can measure this at an aggregate level, or you can measure it just for your campaign
traffic.
It helps you understand what was the brand lift, positive, as a result of the person's
complete experience (your campaign, plus your website).
Likelihood to make a Offline Purchase / Action
Simple right? Well it takes some planning but it is not that hard to measure (and if you
get a decent sample size then you can also segment this data easily by source of traffic,
brand campaigns, and show a causal relationship).
Phone Calls / Conversions Driven from Website
Another wonderful way to track offline impact of your campaigns is to use unique phone
numbers with your campaigns (either on your display banner ads or on your website).
You can track the number of phone calls made to your call center, by campaign (or
keyword or whatever) and if you have a integrated IVR then you can also track
conversions / sign ups from those campaigns.
Companies like Fresh Egg in the UK or Mongoose Metrics and ClickPath in the US,
amongst many others, provide these phone call tracking solutions.
[Bonus reading material: Multichannel Analytics: Tracking Offline Conversions. 7 Best

Practices]
Outcome #5: To break through the noise / make an introduction to your business.
Very often when you run branding campaigns your goal is simply to introduce your
business (like we are trying to do with Market Motive, our start up that provides
certification courses in Web Analytics, SEO, PPC, PR etc etc).
A common mistake in this case is to simply focus on one outcome. If you are running a
branding campaign then it is likely that you either have a very soft call to action or, more
likely, you have a very general "our business is magnificent" message.
My recommendation is to quantify the online impact of these campaigns by measuring

both the Macro & Micro Conversions.
For example if I were to measure impact of branding campaigns for this blog (remember
it has no ecommerce of any sort) then this is how the report would look:
My macro conversion is to add to my current total of 27,300 RSS feed subscribers.
The above report shows the overall add to that number in this month but by segmenting
my Yahoo! "Avinash is awesome" display campaigns I can see how many "macro
conversions" occured.
But that's just one part of the story.
I will also measure the "micro conversions" (goals 1, 3 & 4) to get a more complete
picture (for example note the large percentage of "Loyalists" that ended up being from
my brand campaigns!).
This methodology can be applied to any business.
For example if I were in-charge of campaigns for OfficeMax, I would measure

ecommerce conversions but that's just a sideshow for these types of campaigns.
For full impact analysis I would measure:

~ # of leads received
~ # of requests for catalogs
~ applications for OfficeMax branded credit cards
~ increase in facebook fans and twitter followers (hopefully relevant followers!)
~ # of coupons printed
~ # of free downloads
And so on and so forth.
In the case of Market Motive for our branding campaigns we will measure outcomes by
focusing on # of sign-ups for the Master Certification program but also the # of people
who sign up for the free webinars we do all the time, the Ask Us inquiries, the trial
memberships, # of sample tutorial videos viewed etc etc etc.
When you are trying to break through the noise you'll take any measure of success to
detect a signal, use the macro & micro conversion mental model.
Outcome #6: To destroy your competition.
Very common goal for many marketing campaigns. Show how awesome your brand
value is and directly or indirectly show your competition in poor light.
DirecTV does it well, though now Dish seems to be totally trashing them atleast during
NFL games [Look at them go at it: DirecTV trashing Dish vs. Dish trashing DirecTV.]
Apple of course is a master at it (though sometimes they can be mean). CPG companies
are perhaps a bit more subtle about it, but their goal is clear: get you to buy their brand of
chicken bouillon or diaper or ageless blush.
There are a number of wonderful metrics you can use to measure online success of such
marketing campaigns.
Share of Search.
The first thing you want to measure is how much "share of voice" you have "stolen" from
your competitor. One great way to do this is to measure Share of Search.
If you have done a great job of branding then the number of people looking for you
(searching for you) should go up. Oh and not in your Site Catalyst or WebTrends reports!
Rather in the "ecosystem reports" you can get at a competitive intelligence tool…
www.diapers.com has a 3.64% "share of search" prior to the campaign. What was it
after?
Did they make a dent in the universe?
I am using Compete for the above report. When you use it you'll notice that Target is #10,
Babycenter is at #15 (with a 0.77% share which seems looooow!). If you run branding
campaigns for either company you now know how you'll measure success.
You can index your performance for your campaigns, and against your competitors.
If you use broad-match like I did above you get a "category" view of your performance.
If you use the exact match report. . .
. . .to get a better idea about about "brand" performance (and find new competitors –
facebook anyone? :)).
You can do this for pantene, shampoos, styling treatments, pro-v, 2-in-1 shampoo +
conditioner… the world is your oyster.
This analysis also helps you understand how well your offline branding campaigns are
doing online.
For example I don't know of airline companies that run more television campaigns than
Southwest Airlines.
Yet currently for queries like cheap tickets, cheap airline tickets, cheap flights etc
www.southwest.com does not show up in the top 15 in "share of search" reports, in some
cases not even in the top 25. And that has not changed in the last few months (even with
the barrage of new TV ads).
The TV ads are perhaps super productive in driving people to the phone or perhaps
directly to the site, both desirable outcomes. But they are certainly not working in getting
people who are looking for airline deals and searching for them to go to Southwest.com.
Traffic Differentials
If your campaigns are successful you'll know it from your Site Analytics tools like
Google Analytics or Yahoo! Web Analytics. But in the grand scheme of things did you
have an impact?
Use tools like Google Trends for Websites (or Compete or HitWise) to analyze your
performance…
In the report above if you (Hilton Hotels) ran your campaigns in March 2008 (purple
arrow) then you managed to accomplish nothing. Notice the competitive trends?
If you ran your magnificent branding campaigns in Jan 2009 then buy yourself some beer
and dance around because you can see, against competition, you clearly narrowed the gap
(black arrow).
Of course you would not stop at the simple analysis above, that's just a start. You can
export data into excel, you can segment it by Geo and ensure the lift is where your
campaigns were targeted, you can segment by demographic and psychographic visitor
attributes to see if you got the right kind of people.
Using Share of Search or Traffic Differentials are just two of many ways in which you
can measure if your branding campaigns are indeed crushing your competition. There are
many other analyses you can do, there are many other tools you can use. Don't give up,
look.
Outcome #7: To emboss your brand into someone's skull.
As Marketers we try and do this all the time as well.
You say Jeans, and people say Levis.
You say Jonas Brothers, and people say Pink by Victoria Secret (I kid you not, yes I was
surprised, I have research to back this up!).
You say online search, and people say Bing! No, not so fast! Google!! Ok maybe it's just
a matter of time. :)
You catch my drift.

Branding campaigns are particularly effective at "embossing" brands into your psyche
with the goal of improving unaided brand recall.
The challenge of course is how do you measure this elusive, but very desirable, outcome.
I have two suggestions.
Primary Market Research
In the online world we don't make enough use of primary market research, and that's a
shame.
Field surveys, focus groups, interviews etc can be used very effectively to gain a indepth
understanding of your customers and their influences (hopefully channels and methods
you use to influence them show up in the answers!).
There is a ton of math and rigor involved in these studies that helps you get a great
understanding of your audiences, even with small enough sample sets.
Plug into the Database of Intentions
I love that term: "database of intentions".
For now atleast search is used by many people as they seek information online, and that
allows for this data to reflect intent, rising and falling trends, preferences etc.
You can use Insights for Search for this type of analysis.
I am a Assistant Senior Vice President of Brand Marketing Campaigns at Orbitz. I have

been spending my lovely marketing dollars on tons of TV campaigns (See: Orbitz
Golfers). Oh and a smidgen on online campaigns as well.
So what was the impact, when people search for "hotels" do they think of Orbitz? Here's
the data you are looking for…
In the online database of intentions Orbitz is not on the horizon.
The data on the left is important because it tells you what people search for when they
look for hotels.
The data on the right is killer. It shows which terms (hence brands, sites, properties) have
risen the by the most statistically significant amounts. This is fantastic because it mines
the data that is below the surface and brings the movers and shakers forward.
Some of Orbitz's competitors show up there, their marketing dollars seems to be working
well in improving the likelihood that when people are doing category searches, hotels
here, that they would look for expedia, priceline, hotwire, etc etc.
But I am not going to give up, I just started running these massive tv campaigns a few
months back. Let's see the data for that!
Hmm…. the "winner" here seems to be Marriott from the hotels category in the last 90
days. Good for them, sad for me.
Let me hasten to add that it is quite possible that the desired result of these offline (and
online) branding campaigns was to get people to go to the site directly or call Orbitz on
the phone.
The first premise you can measure easily, how is our website traffic doing when we are
running all these campaigns…
Two years of data. Expedia is green, Orbitz is blue, Priceline is orange (query on
compete). It does not look too good for me (and if that was not enough Priceline just
crossed me for the first time in my history, boo! boo!).
[It is important to point out I am simply doing outside-in analysis, a sport always fraught
with risk. You on the other hand work at Orbitz and will have the tribal knowledge to
make sense of this data better.]
For the last piece of analysis to measure unaided brand recall analysis, I'll try is to
correlate my brand marketing spend with the number of phone calls to 1-888-656-4546
(and keep my fingers crossed that I'll see a massive spike in phone calls from the
campaigns because, on the surface, it is hard to detect a impact directly on the site).
You can do this type of analysis for anything.
Let's say Victoria's Secret has indeed been heavily spending on branding campaigns for
Pink by Victoria's Secret in the last 90 days. I can look at this data to see if the brand Pink
is amongst the fastest rising by those people who look for Victoria's Secret "stuff"…
Not so much. Why?
Now if I were the Brand Manager for the Jessica White line then I would rejoice! While
Jessica White is not in the "top related searches" category yet, it is rising very very fast as
a result of my campaigns! Yes!
(Mental note to check later: What the heck is "victoria secret application"? Sounds
dicey!! :)).
So there you go. A portfolio of seven strategies that you can use in the ultimate quest for
any online marketer / analyst: measuring branding campaigns.
I hope they spark your creativity and lead you to finding even more innovative solutions
to your unique challenges.
Buena Suerte!
Ok your turn now.
Are there other outcomes you can think of for your branding campaigns? Can you think
of other ways to measure the seven outcomes mentioned above? If you have tried one of
the above strategies did it work? If it did not, why not?
Please share your feedback / learnings / critique / kudos.
PS: Like this post? Perhaps you'll consider ordering my * new * book: Web Analytics
2.0.
PPS:
Couple other related posts you might find interesting:
• Excellent Analytics Tip #15: Measure Latent Conversions & Visitor Behavior
• Multichannel Analytics: Tracking Online Impact Of Offline Campaigns
• “Dear Avinash”: Be Awesome At Comparing KPI Trends Over Time
• Excellent Analytics Tip #12: Unsuspected Correlations Are Sweet!
• Standard Metrics Revisited: #5 : Conversion / ROI Attribution
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This Post: Comments (58) | Print This Post
58 User Comments
1. Allen Says:
September 29th, 2009 at 04:02
I chanced upon to view your blog and found it very interesting as well as very
informative, i was need such type information, which you have submitted. I really
thankful to you, this posting help a huge number of people.
Great … Keep it up!
2. Tim Wilson Says:

I've been thinking a lot about brand measurement of late. Thanks for reading my
mind and writing this post in such a timely fashion! :-)
One of my minor epiphanies of late is that brand measurement used to be a much

more blunt instrument than it is today. In the "old days" of the late 90s and early
00s, companies were limited to a handful of tools: 1) brand financial results, 2)
clip services, and 3) a semi-annual or annual (expensive) brand awareness survey.
All of these were clunky at best.
In the digital world, we can measure brand performance (which is driven by

offline campaigns, online campaigns, AND user-generated content) much more
accurately, more inexpensively, and more frequently.
A key, and you touch on this, is that some of that measurement is outside of any
WA tool: Google Trends is a great way to monitor how often people are thinking
about your and your competitors' brands based on how often they search for the
term, "online listening platforms" can be easily tweaked to monitor the volume of
conversations about your (and your competitors) brand, as well as the sentiment
associated with the brand.
I've been looking at brand measurement, at a macro level, as breaking down into
four buckets: brand awareness, brand engagement (sorry), brand acquisition
(database growth), and brand financial results. Thinking through which these
areas a "brand" campaign is trying to impact is key.
Thanks for some excellent Tuesday morning food for thought!
3. Tweets that mention Brand Measurement: Analytics & Metrics for Branding
Campaigns | Occam's Razor by Avinash Kaushik — Topsy.com Says:
[...] This post was mentioned on Twitter by GroupM Search EMEA and Andreas
Pfister. Andreas Pfister said: Brand Measurement: Analytics & Metrics for
Branding Campaigns by Avinash Kaushik http://bit.ly/1qki0y [...]
4. Christos Kyliakoudis Says:

Hi Avinash,
Excellent post. I think most of your posts now tend to be like manuals (contain
everything needed).
My opinion about brand measurement is that some traditional agencies do not

want to measure their campaigns with all these brilliant methods. They have some
established methods and do not want to change. Why to make all this analysis and
highlight all the weak points of their campaigns.
They prefer to have some soft metrics that could have many interpretations. I
think web analysts can add value and be the independent voice to analyze the
results of these campaigns. However some agencies are doing very good work in
matching offline and online behavior.
Thanks again,
Christos
5. Joe Teixeira Says:

This is an awesome post.
I'd like to add one small thing for online branding (PPC) campaigns, and that is
that you don't automatically HAVE to send all of your branding traffic to your
site's homepage by default. I've seen this a couple of times online and I really like
it, where marketers send traffic to a specific "branding landing page", which is
basically a nice bulleted or numbered list of everything the company is about and
what they do. Or your "About Us" page may be a nice alternative.
I say this because a lot of times site homepages are cluttered with flash,
animations, well-written slogans and nice wide-screen HD digital photography
that takes up 3/4 of the fold…none of which do a good job of introducing who
you are and what you do :)
6. BetterRetail Says:
Hi Avinash,
Under Visitor Recency (Outcome #2) you compare All Visits with Paid Traffic.
The Paid Traffic number is 27.97%. Does this mean 72.03% of the paid visitors
visit more than once?
Rishi
7. Imran Says:
Hi Avinash,
Nice article. Agreed that analytics is "a key to measure". Also agreed to the point
that anything that is online, can be measured, One of the online school principles
is "measurement". we can measure it till the depth of goals, provided its online.
The real pressure is measuring offline sales. It totally lies with the transparency of
the client. Its difficult getting the sales from clients, Specially those who don't
want to be a case study :). I hope someday we will be able to measure that too.
8. Tiwa Says:
Truly an excellent post… Thank you for taking the time to post such an insightful
and useful analysis.
To attempt an answer to your parting question and further expound on Joe

Teixeira's point above…
Brand/Buzz monitoring is another valid measurement of a branding campaign.

There are many tools available to monitor what impact your campaign may have
on the blogosphere, Twitter, forums, opinion sites,social networking sites, etc…
These are useful tools to understand brand sentiment amongst key influencers and
core audience. For example, a well known LCD brand locally here in Thailand
had a massive PR and brand problem where they were getting flamed in the
forums and the colloquial reference to them became "Unlucky ". Through Brand
Monitoring, we were able to see the impact and subsequent improvements as a
result of the branding and PR campaigns aimed at changing the sentiment.
Additionally, to expound on Joe's post, the results don't always end up on the
corporate website or even a microsite. It is perfectly reasonable, relevant and
important for brands to "fish where the fish are" rather than always trying to lead
them back to a website or microsite – thereby trying to lead them away from the
pond. (TVC branding campaigns don't aim to get the viewer up off the sofa and
into the store immediately, right?) Interaction rates, time spent, video
views/starts/stops/replays, number of bookmarks, and other metrics are all valid
ways to track branding impact along the way.
To summarize, there are metrics that can be tracked to better understand the
impact of a branding campaign outside of one's website analytics, surveys, search
trends, and traditional "Primary Market Research".
I think fundamentally, we as an industry need to find a way to make it simpler and

easier for brands/products to measure the results of their campaigns. We have
many tools, but we haven't made them easy to consolidate and analyze for broad
consumption by marketers.
Thanks again for the excellent post.
9. Dan Piche Says:

Avinash, great post as always. The other day I read an interesting post on the
differences between catalog & online marketers that described how online
marketers are not as concerned with the lifetime value of a customer, brand
awareness, loyalty, etc.. they are more concerned with getting people to convert
NOW. I began to think of the relevancy of this post in the context of web
personalization. It is clear to me that many online marketers are not embracing
personalization technology because:
A) It is difficult to measure (you eloquently address this issue in this post)
B) Without a measurement vehicle, how can they justify the spend on

personalization and other 'soft' marketing techniques that increase brand
awareness, loyalty and the life time value if there is no immediate impact to the
'now'.
I have just submitted a blog I'm planning on posting on this very topic in the next
day or so (yes, you beat me to it), but I will link back to your post here as it will
hopefully add the measuring insight to how marketers can get beyond the 'now'
and think of the 'lifetime' value of customers.
Regards,
Dan Piche
10. DR. WHAW? – September 29, 2009 « One true sentence. Says:
[...]
Brand Measurement: Analytics & Metrics for Branding Campaigns by Avinash
Kaushik — There are lots of different metrics and measurement tools out there
these days, and I liked that this post focused on branding campaigns. This is a
great for those seeking to understand the outcome and influence of a branding
campaign. It doesn’t necessarily focus upon specific tools, but it helps further
understanding of how to quantify and calculate outcomes.
[...]
11. Ben Landers Says:

Great work Avinash!! I felt a rush of vindication reading this posting. Our
company offers marketing measurement / ad tracking as a service to small
business owners (and some larger companies).
At times, we catch some serious flack from advertising "traditionalists" because

we preach that all advertising should deliver measurable outcomes – and of course
the client should hire us to track them!!
While I believe in the (often intangible) value of branding and I recognize its
impact it has on me as a consumer, as a business owner, I find it laughable that
anyone would spend money on advertising without having tangible, quantifiable
goals.
Branding should be a cherry on top – what you get from an ad campaign when
you don't get what you really wanted!!
You can't win the game if you don't know the score. Keep up the great work.
Love the blog.
Ben
12. Tiwa Says:

In response to Ben Landers,
I absolutely agreed with your comments with the exception of "Branding should
be a cherry on top – what you get from an ad campaign when you don't get what
you really wanted!!"
I can understand the perspective. However, for many segments branding is key.
It's the difference between Pepsi or Coke, Acer or Asus, Nivea or Vaseline, Gucci
or Chanel, Sony or Samsung, Chevy or Ford, IBM or Accenture, Nokia or
Motorola, etc..
But, to reiterate your point. Tangible and quantifiable (measurable) goals must be
wrapped around the branding efforts to show as best as possible how each ad
dollar is impacting the bottom line of the company. (Attribution)
tiwa
13. Avinash Kaushik Says:

Tim: I think your five piece framework is a good one. It further sub divides the
problem into five pieces and allows us to focus on each piece separately (and
hopefully simplifies the impact). As you mention, it is all about the impact!
Christos: I agree that many agencies (and companies) don't want to do this hard
work or look for places where they are performing badly. I firmly believe that
while today they have a choice, that choice won't last very long. They are going to
have to move, they are going to have to change.
Rishi: Yes, that is what the data is indicating. Another way to easily validate this
in any tool is to simply export the raw numbers into excel and create your own
percentages.
Dan: I agree that traditional marketers have some ways to go to evolve their
mental models. In terms of personalization I think it is the curse of the web. We
have so much we can do, but so little we can do efficiently. That of course will
change with time, so we are looking at a bright future here (for those who get
it!). :)
Everyone: Thanks much for the comments and the emails! Much appreciated.
-Avinash.
14. Bloggers Digest Resurrected: Ecommerce Links for September 2009 | Get Elastic
Says:
[...]
Avinash Kaushik blows us away with many tools and tips for measuring the
impact of your branding campaigns.
[...]
15. Internet Strategy, Marketing & Technology Links – Sept 30, 2009 | Sazbean Says:
[...]
Brand Measurement: Analytics & Metrics for Branding Campaigns (Occam's
Razor)
[...]
16. You're not a marketer anymore, you're in sales! | Persuasive e-Marketing Says:
[...]
I realize that life time value and brand awareness are difficult things to measure
(follow this guy if you need help @jimnovo, or check out @avinashkaushik who
wrote a blog recently on this subject). I also realize that explaining and proving
out the results of those measurements to those in charge of the marketing budget
is even more difficult. Yep, the weight of the quota is squarely on the marketers
shoulders. But that’s no excuse. Rather than giving in to the quota and solely
focusing on the now, marketers should extend their efforts by embracing
measurement methods, technologies and tactics that bring greater value to the
lifetime of the customer.
[...]
17. Lakkineni Says:

Brand measurement is always on the bottom of the list of things to do for many
companies. And in my opinion many companies ignore the fact how important it
is. They spend millions of dollars and not able to measure the online success.
Thanks for your post. This will definitely help as a blue print for brand
measurement.
I like Apple Ads

http://www.youtube.com/watch?v=VCL5UgxtoLs
18. What are the best tools to improve online marketing? Here’s a hint: Who cares?
Says:
[...]
Tools matter only where you can put them to work. Give me a web developer who
really gets standards-based development over one with all the latest development
software any day. Or show me an analyst who can infer customer intent whether
looking at an advanced analytics report or scanning server logs. Think about it,
when you watch experts like Avinash Kaushik, analyzing brand campaigns, note
that he’s not showing how to measure effectiveness with a single tool. He’s
showing you how you can do it with almost any tool out there.
[...]
19. Youssef Rahoui Says:

Great post, as usual Avinash!
Strangely enough, I have posted a few days ago an post on the same topic. It's in
french, so here is just the formula.
Branding campaign efficiency = (direct traffic + traffic from search engines that
contains the name of my brand) ÷ website traffic.
20. Derek Monteverdi Says:

I didn't make it through the entire post–will try to return to it–but you nailed it in
the beginning. It's all about deconstructing goals. Measuring brand awareness *is*
tangible. Identify the ways you are trying to create brand awareness then create
metrics to measure outcomes. It's the basis of web analytics and it doesn't change
because the purpose of your digital presence is "branding".
21. Curtis Says:

October 1st, 2009 at 06:56
The term victoria secret application is most likely people looking for a job or an
online job application. That company gets tons of applicants especially this time
of year gearing up for holiday shopping.
22. Sylvain Says:

Thanks Avinash for this great post!
Just a quick note though on outcome #4. The usual "approach" to measure lift is
to compute the difference between the people who were more likely and the
people who were less likely. In this case, turning a 54% site impact and a 44.
23. Twitternytta (vecka 40) | The Brand-Man Says:

[...] Från @stefanronge Intressanta tankar om mätning av varumärkesbyggande

insatser: Brand Measurement: Analytics & Metrics for Branding Campaigns
http://bit.ly/3Bxb96 [...]
24. Béate Vervaecke Says:

October 2nd, 2009 at 11:25
Thanks for this elaborate article!
I'm curious to know how the Goal 3 "engaged visits" is set. Are you creating a
virtual page after a couple of pages are visited?

Béate: Each company will probably define it differently, please see this post:
“Engagement” Is Not A Metric, It’s An Excuse
That said, in this case I am defining it as people who spend more than three
minutes on the blog (the minimum time required to grasp the minimum essence of
any of my posts :)).
Hope this helps.

-Avinash.
26. Bruceclay.com – Friday Recap – Whirlwind Week Edition – SEO Blog Says:
[...]
Branding is a priority for organizations with any kind of marketing savvy. Web
analytics thought leader Avinash Kaushik explained this week that branding
campaigns don't have to be immeasurable. The data that results from analyzing
the rate of new prospects, visitor loyalty, and even order size can all point back to
the effects of a branding campaign.
[...]
27. DR. WHAW? Sunday Digest – Week-ending October 4, 2009 « One true sentence.
Says:
October 4th, 2009 at 14:22
[...]
Brand Measurement: Analytics & Metrics for Branding Campaigns by Avinash
Kaushik — There are lots of different metrics and measurement tools out there
these days, and I liked that this post focused on branding campaigns. This is a
great for those seeking to understand the outcome and influence of a branding
campaign. It doesn’t necessarily focus upon specific tools, but it helps further
understanding of how to quantify and calculate outcomes.
[...]
28. Rob Says:

Great post Avinash.
I have always been a huge fan of analysing rising and falling search terms as a
sign of campaign effectiveness but also wider PR.
Any reason for the hotel examples? That is the industry my agency focusses on
and, whilst your posts always have strong relevance to my work, it was thrilling to
see you manipulating my clients data :)
Inspirational as always, thank you.
29. Hruthika Says:

Hi Avinash,
That's an insightful post! But in the case of social media, if it's not just
engagement what is the kind of numbers you can suggest to a client before the
campaign starts. The client would probably be interested to know the % of
returning visitors that he intends to get from the campaign before it begins. With
social media isn't every campaign very very different from another. So there
would be an issue of comparing to other campaigns. What do you think?

Hruthika: You are absolutely right. The campaigns will be different, my

hypothesis is that the portfolio of desirable outcomes will be the same (perhaps
amongst the seven that are covered in this blog post).
For example you are Greenpeace.
What you want out of any outbound online marketing effort will stay consistent:
more donations, volunteers, people protesting in the street, selling "save the
whales" stickers, leads, twitter followers, memberships etc etc.
What will change is your imagination in how we use the media channels. You
might use Twitter differently from DoubleClick and that differently from
AdWords and that differently from Facebook / email / …… With each you'll
probably tweak your success metrics, but almost always ensure that there is a
direct "line of sight" to your portfolio of desirable outcomes above. Else you are
doing something wrong. :)
Rob: I gave a keynote at a major travel conference two weeks ago and had done a
bunch of analysis, so travel was on my mind. :)
I am glad you found it to be of value.
-Avinash.
31. Josh Braaten Says:

Avinash,
What a great post! As we move forward, seeing these case-by-case examples is
exactly what we need to see in order to make that final leap in web analytics. I
believe this leap is not only wanting to measure web results, but to think and
breathe them. I really hope that your new book, Web Analytics 2.0, continues to
deliver the same level of quality as is in your first book and your blog. I'm sure
it'll deliver. Speak of the devil, your new book comes out this month!
(run, fellow readers… pre-order today!)
Hope all is well!

32. Faktabaseret forretningsudvikling « Expertice's Blog Says:
[...]
Der er masser af forskellige værktøjer til at måle ens egen
forretningsperformance. De fleste måler naturligvis på en lang række punkter
allerede, f.eks. alle de der vedrører direkte køb, tilmeldinger osv. Men det skal
ikke slutte der. Udover at sætte sig selv ind i konkurrentbilledet, bør man gå i
dybden med sitet. Det betyder f.eks. fakta om trafik fra forskellige kilder og
medier, konverteringsrater, drop-of-rates. Det gælder også kampagnemålinger,
uanset om det er direkte online-kampagner, eller om det er mere generiske
brandkampagner. Hvis de ikke kan måles (og det kan de), så har de ingen værdi.
Google Analytics er efter min opfattelse et ganske glimrende værktøj til at
performancemåle og optimere, men der findes naturligvis gode alternativer, som
f.eks. Omniture og Yahoo Web Analytics.
[...]
33. Der SEOdiotische Wochenrückblick – KW 41/2009 | Der SEOdiot Says:

[...]
Occam’s Razor – Analytics & Metrics für Branding Kampagnen
Klingt erst mal staubtrocken, ist aber ein hochinteressanter Artikel, was man alles
aus seinen Analytics-Daten rauslesen kann bzw. welche „Brille“ man je nach
Anforderung aufsetzen sollte.
[...]
34. Measuring the effectiveness of branding | Distilled blog Says:

[...]
Are you using the right metric/tool for the job?
Avinash Kaushik has written a great blog post on ‘Brand Measurement: Analytics
& Metrics for Branding Campaigns’. In it he details seven reasons that you might
want to employ a branding campaign and how you can get to the relevant
analytics data to prove/disprove the effectiveness of the campaign for each
different type. Branding works but it is vital to know what you are trying to
achieve with it and to measure the outcomes.
[...]
35. Oscar Del Santo Says:

An absolutely great post, full of mega-useful advice. Well done Avinash!

36. Jonas Says:
I found the 4q-tool via your blog post and it seems to be great.
Now, this has nothing to do with the offline branding measurement that you talk
about in this post but a great way to test if your *site* is making your brand
stronger is to ask 50% of the visitors questions about the brand (such as
likelyhood to recommend) *before* they interact with the web site and then ask
the other 50% the same questions when they *leave* the web site. Then you could
see what´s happening with the brand value during the visit.
37. Kate Liu Says:

Well, its quite casual for me to get into your blog,

your article is very interesting and helpful.
I'm a student from China,my major is enterprise competitive intelligence,and I'm

quite interested in the area of marketing analysis.
I have got quite a lot of useful knowledge through your blog.
Thank you very much,I do believe your blog is of great benefit to others.
I admire your work O(∩_∩)O~
38. FMCG, search & cirkelredenaties – Frankwatching Says:

[...]
Het wordt hoog tijd voor deze branche om hun horizon te verbreden en te
realiseren dat er geen universele standaardbenadering is voor alle producten en
categorieën. Avinash Kaushik schreef in een recente blog over tracking offline
conversions “betrokkenheid is zo uniek voor iedere afzonderlijke website/
product, dat het bijna altijd ook een unieke definitie heeft.” Maar dit betekent niet
dat search geen nut heeft.
[...]
39. Siguiendo una conferencia SEO por Twitter – vía @fernandomacia | Jesteban.net
Says:
[...] REcomienda leer el post de Avinash sobre cómo medir el branding online (y
pónganle más agua a esta chica que se nos ahoga – )12:26 PM Oct 19th from web
(creo que [...]
40. Mel Says:
October 23rd, 2009 at 10:15
This post has me thinking about your earlier post on government web analytics.
Several months ago, the CDC began a "re-branding" campaign for "Swine Flu" to
"H1N1". The change was prompted by several factors including the fall of pork
sales due to consumers assuming that you could catch H1N1 from eating pork.
If this were the primary reason for the re-branding campaign, the answer to the
question of "Why %&#$!^ are you doing the 'branding campaign'?" might be to
increase user understanding of the causes of h1n1. This is assuming that an
increase in user knowledge would lead to higher pork sales.
I guess this would fall under Outcome #4 – to drive offline action? What do you
think? How would you measure something like this where the outcome doesn't
actually benefit you directly, but rather benefits someone else?

October 23rd, 2009 at 20:28
Mel: You are right, this would be #4 or 7.
The cdc, thanks to the pork lobby :), wanted the brand perception to change.
Online I would use my "unaided brand recall" graph to judge impact of the cdc
campaign:
http://www.google.com/insights/search/#q=swine%20flu%2Ch1n1&date=today
%2012-m&cmpt=q
Looks like a neutral outcome?
Avinash.
42. ブランドキャンペーンを分析するための７つの手法 | ログマニアックス

Says:
[...] Brand Measurement: Analytics & Metrics for Branding Campaigns という記
事がありました。 [...]
43. Measurement Strategies: Balancing Outcomes and Outputs | Gilligan on Data by

Tim Wilson Says:
[...]
Avinash Kaushik wrote a post a couple of weeks ago about the Avinash’s main
point is that “this is a brand campaign, so it can’t be measured” is a cop-out. If
you read the post through an “outcomes vs. outputs” lens, you’ll see that
measuring “brand” tends to be more outcome-weighted than output-weighted.
And (I didn’t realize this until I went back to look at the post as I was writing this
one), the entire structure of the post is based on the outcomes you want for your
brand — attracting new prospects, sharing your business value proposition more
broadly, impressing people about your greatness, driving offline action, etc
[...]
44. The Death of the Click | Engine Digital Inc. / Blog Says:
[...]
At a minimum, campaign marketers should be reviewing some numbers that
suggest attribution. Let me start with the metrics bit – Avinash Kaushik, Analytics
Evangelist at Google, suggests looking at changes in visitor loyalty and recency
from pre-campaign to post-campaign. A lift to these visit based metrics would
suggest that the display campaign generated traffic. That’s top-level stuff. Want to
dig deeper? Look at the average time on site generated by each campaign and
‘attribute’ a relative percentage to establish an Attribution Credit Score. Again,
Mr. Kaushik has some nice content on this topic.
[...]
45. eTc :: El blog de Marketing en Español » Blog Archive » Mide y Analiza:

Empezando a medir una marca en Internet Says:
[...]
Hay que vender mejor nuestra marca. Hoy hemos dado el primer paso: aquello
que no se mide no se mejora. Y el planteamiento siempre parte de una premisa
sencilla: sabiendo donde estamos podemos saber hacia adónde vamos. Y lo que es
más importante, sabremos adónde queremos llegar. Pase lo que pase, hay que
seguir evolucionando. Más información | Avinash Kaushik
[...]
46. The Challenge of Social Media ROI Measurement | Aleyda Solis Blog | Web
Enthusiast and Internet Marketer Says:
November 2nd, 2009 at 06:59
[...] Brand Measurement: Analytics & Metrics for Branding Campaigns [...]
47. Avinash: 互联网品牌营销的监测和分析 | DamnDigital | 互动中国 Says:

November 22nd, 2009 at 08:27
[...] 【导言】网站分析本质上是为互联网营销服务的, 而互联网营销可以分

为两个大类, 其一是直接带来收入（Revenue）的电子商务, 其二则是扩大品
牌影响力的品牌营销活动。本篇译文译自 Avinash 的近期博客文章:《品牌
监测：品牌营销的分析和度量》, 内容很有指导意义。 [...]
48. Social Media Marknadsföring Says:
November 30th, 2009 at 03:40
Wow – Great post!
Best post I've seen on branding analytics.
Best,
Magnus
49. Best Posts of 2009 from Top Internet Marketing Blogs | Unstuck Digital Says:
December 7th, 2009 at 12:57
[...] Brand Measurement: Analytics & Metrics for Branding Campaigns [...]
50. Analytics – All 2010 Nominees » SEMMYS.org Says:

January 14th, 2010 at 10:55
[...] Brand Measurement: Analytics & Metrics for Branding Campaigns Avinash
Kaushik, Occam's Razor | 9/29/09 [...]
51. Liveblog: SMX West 2010 Keynote – The State Of The Search Union Says:
March 4th, 2010 at 10:22
[...]
CS: Asks Avinash about whether search and branding mix?
AK: Branding was a great metaphor for wanting to do something without

understanding a particular outcome. But search is different – you can understand
exactly is happening. Mentions his blog post about 7 Ways to Measure Branding
(I think this one). When people tell me they want to run a branding campaign, I
ask what they want out of it. Search is a massively effective way to show up at the
point of relevance.
[...]
52. Emma Says:

March 29th, 2010 at 09:50
I am just trying to work out any increase in brand awareness following a website
refresh…however I am in a very specific market and I can't get figures on any
competitor as they are all too small. is there anything else I could look at or you
could suggest to give me a rough idea?

March 30th, 2010 at 10:29
Emma: I am not sure I understand your question completely, I am so sorry.

But let me take a stab…
If you simply refresh your website and do nothing else then it is unlikely that your
"brand awareness" would have increased (how would people know that you had a
old site before and now you have a new one?).
But if you refreshed your site and that was accompanied by an ad campaign
touting your new site (or the badness of the old one! :)), then there might be an
opportunity to use some of the techniques mentioned in the post to detect an
increased awareness of your site.
Net, net, for awareness to increase there is something you would have to do, just
updating the site might be one step but that by itself won't improve the chances
that people know you exist.
All of the above assumes I kind of sort of understood your question right! :)
-Avinash.
PS: Typically with a website refresh you want to report metrics that show that the
"efficiency" has improved. So if you had onexit surveys on your site then that
your Task Completion Rate before and after the refresh (and that it went up!).
Or of course increase in conversion rate. Or reduction in bounce rates for key

landing pages (if you focused on a refresh for those). Or reduction in cart
abandonment (because you are doing such a good job of selling and convincing
people). Or increase in up-sells and cross-sells. Or fewer pages from Entry to
reach your key product pages (to show improvements in navigational elements).
Or… more things like this.
In a nutshell what were the goals you were trying to hit with the website refresh
and did the site become efficient/better at those?
54. Brighton SEO Says:

June 14th, 2010 at 16:42
Brilliant stuff Avinash, very insightful. I am reading your book :)
55. What’s Your Point? « The IMC Review Says:

July 27th, 2010 at 20:03
[...]
Next, decide how you will evaluate your success. If you want to raise awareness
of your product or service by 10%, then maybe you'll conduct an awareness
survey before and after your marketing campaign and compare the results.
Awareness is one of those tricky things to measure because it's not something
that's readily apparent, like the sale of a product, but it can be done. For instance,
Avinash Kaushik has written a post on his blog about measuring branding
campaigns online.
[...]
56. Design Thinking in Social Media | The Dragonfly Effect Says:

August 8th, 2010 at 17:49
[...]
Third, social media is increasingly becoming an important part of business
strategy. And social media tools make a design thinking approach extremely easy
to adopt. Consider rapid prototyping. With the availability of tools such as Google
AdWords, Twitter and WordPress it is simple for even a non-technical person to
prototype every part of a social media campaign—which YouTube video gets
more views or where its engagement spikes and falls off, which ad copy or
Twitter post gets more click-throughs, or what blog post elicits more comments.
These tools allow you to treat feedback not as an identification of what you did
wrong but as a key part of your thinking process as you more deeply understand
what makes your target tick.
[...]
57. The impact of brand & conversion rates on SEO Says:

August 18th, 2010 at 14:23
[...]
There are loads of reasons somebody might start a branding campaign and as long
as you correctly track and monitor everything then each one is perfectly valid – as
an SEO I’m mainly interested in two things:
[...]
58. Is Your Social Media Expert Actually Credible? 5 Steps to Find Out Says:
November 30th, 2010 at 11:27
[...]
But wait, you might say, aren't those things impossible to measure? There are a
lot of social monitoring tools out there that can help you accomplish this. Heck,
you can even use your Analytics software to get some help. Let's say the goal is to
increase brand awareness. You can track the new vs. returning visitors ratio and
track people who stayed more on the page. Avinash Kaushik, a web analytics
guru has a great article on this.
[...]
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* What is the first company that comes to mind when you think of electronics manufacturers?
* How familiar are you with Brand Name Electronics?
I've never heard of them

I've heard of them, but never buy their products
I buy their products occasionally
I buy their products on a regular basis
* Which of the following attributes do you associate with Brand Name Electronics?
Affordable
Dependable
Easy to Use
Essential
Fun
Modern
Popular
Powerful
Safe
Stylish
* Where have you seen advertisements for Brand Name Electronics?
Billboards
Magazines
Newspapers
Online
Public transportation
Radio
TV
Other
* Which of these Brand Name Electronics products are you aware of?
Blank Media
CD Players
Coaxial Cable
Computer Accessories
MP3 Players
* Which of these Brand Name Electronics products have you ever purchased?
Blank Media
CD Players
Coaxial Cable
Computer Accessories
MP3 Players
* Of your last five electronics purchases, how many were Brand Name Electronics products?
* Of your next five electronics purchases, how many do you think will be Brand Name Electronics products?
* Overall, how would you rate the quality of Brand Name Electronics products?
Very High High Average Low Very Low
COMPLETE THE SURVEY WHICH APPEARS BELOW, AND YOU'LL BE

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Choose one:
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If you are not familiar with ImproveNet, please skip to question 7.
6. Given what you know or have heard about ImproveNet, please indicate all of the
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Submit Response Reset Survey
MARKET SNAP SHOT: A

BRAND TRACKING
SURVEY:
REFRIGERATORS
TARIQ JALEES
College of Management Sciences
PAF-Karachi Institute of Economics & Technology
E-mail: tariqj@pafkiet.edu.pk
In every issue we present different brands’ perceptions. This pictorial
snap shot is based on the five tested and validated components of brand
equity. The current issue measures the market perception of refrigerator
brand.
METHODOLOGY
•Sample size was of 100 respondents •Sample wvendor shops in that area
is about 300. Date of survey was July-2006. •The bran
a.Brand awareness
Brand awareness is the basic tool that depicts the acceptability of the
brand and builds the perception of the firm within the target market. It
should be taken into account in developing the market penetration
strategy of the firm in terms of mass or niche. (Keller, 2004). Questions
number one and two in the questionnaire (See Appendix) were used for
measuring brand awareness.
b) Brand Usage
Brand usage is the action parameter for the brand. It measures the level
of consumer satisfaction and it shapes the overall consumer behavior
towards a brand. It leads to the development of consumer loyalty and
ensures further penetration in the market. (Keller, 2004). Questions
number three and four were used for measuring Brand Usage.
c) Brand judgment
Brand judgment focuses on customers’ personal opinions and evaluations
with regard to the brand. It measures how customers put together the
different performance and imagery indicators of the brand to form their
opinions. (Keller, 2004) Questions number five and six were used for
measuring brand judgment.
d. Brand Performance
Brand performance relates to the ways in which the product or service
attempts to meet customers’ functional needs. It refers to the intrinsic
properties of the brand in terms of inherent product or service traits. It
transcends the products and features and encompass aspects of the
brand that augment these characteristics. (Keller, 2004). Questions
number seven and eight were used for measuring brand performance.
e. Brand Imagery
Brand imagery deals with the extrinsic properties of the product or services including
the ways in which the brand attempts to meet customers’ psychological and social
needs. Brand imagery is how people think about brand abstractly rather than what
they think the brand actually does. Questions number nine and ten were used for
measuring brand imagery.
MEASURE OF CENTRAL TENDENCIES
OVERALL BRAND EQUITY
Dawalance Samsung Waves LG
Mean 2.75 2.42 3.62 4.21
Standard Error 0.11 0.08 0.09 0.10
Median 2.60 2.30 3.70 4.50
Mode 1.50 2.30 4.20 5.00
Standard
1.12 0.77
Deviation 0.86 0.97
Sample Variance 1.25 0.60 0.74 0.94
Kurtosis (1.08) (0.75) (0.51) 1.52
Skew ness 0.23 0.11 (0.60) (1.57)
Range 3.60 2.90 3.20 3.40
Minimum 1.10 1.10 1.60 1.60
Maximum 4.70 4.00 4.80 5.00
Sum 274.90 241.50 362.40 421.10
Count 100.00 100.00 100.00 100.00

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A Case Study with reference to “PROS & CONS OF BUSINESS PROCESS

FOR GROWTH & EXPANSION "

Name of the Candidate Zainabunnisa

Roll No: 8780780

Dept of Management Studies

Vivekananda Degree College

Garden City Fashions Pvt Ltd

“PROS & CONS OF BUSINESS PROCESS INTEGRATION

GROWTH & EXPANSION

In Brand Warfare, David F. D’Alessandro, CEO of John Hancock said, “A brand is

NEED FOR BRAND AWARENES

Brands awareness creates recognition of the product or organization in the market. It

Brand awareness is a marketing concept that measures consumers' knowledge of a

• 1 Measurement driven conceptualization

[edit] Measurement driven conceptualization

Family branding vs. individual branding strategies

[edit] Research on metrics

[edit] Stability of responses

1. ^ Laurent, Gilles, Jean-Noel Kapferer, and Francoise Roussel (1995), "The

Retrieved from "http://en.wikipedia.org/wiki/Brand_awareness"

• Log in / create account

• What links here

• This page was last modified on 1 December 2010 at 20:44.

Factories established during the Industrial Revolution introduced mass-produced goods

Around 1900, James Walter Thompson published a house ad explaining trademark

Marketing professionals are taking advantage of the Internet as a cost-effective way to

• Do customer segments differ in the brand awareness measures

• Create online surveys using an intuitive wizard interface.

2. What is my brand awareness compared to my competitors? Do users recognize my competitors

The survey itself consists of two broad sections:

Section 1: Demographic Segmentation

2. Business Oriented (Employee Strength, Industry, Job Function etc.)

Section 2: Competitive Brand Awareness & Usage Loop

1. Brand/Competitive Product Satisfaction -- Users who have used your/competitors

2. Recommendation and Word of Mouth implications are also probed.

3. An estimate of "Spending" is also measured.

• Detailed Frequency Analysis of the Demographic/Profiling section (Age/Gender/Industry/Employee

2. Cross-Segmentation based on High Brand Awareness Product Vs. Your Product

3. Brand A Distribution Vs. Brand B Distribution of the profile

• Brand Awareness Distribution

2. TURF Analysis on the brand-awareness choice to measure Unduplicated Reach.

• Satisfaction & Recommendation Scoring

1. Relative measure of product/service satisfaction scores of each of the brands compared to

2. Relative measure of product endorsement (recommendation) of each of the brands.

• Median "Spend" on the product/service category.

• Identify and Report the Zero-Awareness Cluster.

Marketing professionals are taking advantage of the Internet as a cost-effective way to

• Do customer segments differ in the brand awareness measures

• Create online surveys using an intuitive wizard interface.

Measuring Brand Awareness

Brand awareness is important for low-involvement purchases, because consumers will

Measurement Recommendations for Desired Branding Outcomes.

Outcome #1: To attract "prospects" / new customers.

It is not very hard to measure these campaigns.

Outcome #2: To share your business value proposition.

(Click on image for a higher resolution version.)

Another good idea is to measure segmented Visitor Recency.

You can accomplish these goals:

~ Get an optimal understanding of what kind of people you ended up attracting to

In the above case that is clearly not true.

Outcome #4: To whisper sweet nothings to drive offline action!

Likelihood to Recommend / Brand Lift

Likelihood to make a Offline Purchase / Action