Embracing Accountability

From the Zyman Institute of Brand Science (now isn't that impressive?) comes this explanation of why it is essential to measure brand value, along with a look at a variety of established brand equity models.

"While the desire of marketers to demonstrate that they are allocating marketing investments as efficiently as possible is admirable, they are doing themselves a disservice with their current obsession with ROI. By interpreting marketing accountability solely in terms of a metric of short-term payback, marketers are reinforcing the impression of marketing as a merely tactical discipline.

"The bigger question — and the one that will earn marketers a seat at the boardroom table in a way that no amount of ROI measurement can — is whether brands truly are assets that enable the business to generate superior returns over time."

In Search of a Reliable Measure of Brand Equity