Measuring and Tracking Brand Strength
Thursday | June 23 | 2016 | 3:15 pm - 4:30 PM
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Establishing baseline metrics of awareness, affinity, preference, and brand strength and tracking them over time has become a marketing imperative. A systematic plan for benchmarking helps an organization a) understand the longer-term impact of its marketing effort, b) gauge the effect of good and bad news, c) track brand health in relation to competitors, d) make the internal case for marketing resources, and e) stay focused on institutional marketing priorities. In this session, we will discuss how schools are mobilizing their brand benchmarking efforts by reviewing research tools and techniques used to gather benchmarking data, audiences commonly targeted for benchmarking, and management of key internal stakeholders. We will also review examples of benchmarking data and presentation options including the Ross Business School’s “brand tracker.” Whether your school already has a strong benchmarking program in place or seeks to build one in the future, this session will help you understand how to best structure your efforts including what to measure, with whom, how often, and how to analyze your data to truly support your strategic marketing plan.
Speakers: Elizabeth Johnson, CEO and Partner, SimpsonScarborough, Darren Klein, Director of Marketing & Communications, Kelley School of Business, Indiana University
Focus Areas: Marketing/Branding