Measuring Brand Communications ROI

Measuring Brand Communication ROI provides readers with a concise and informative history of brand communication measurement, including the author's vision of 21st century marketers. It makes the case that marketers must move away from the static measurement systems of the past toward ones more appropriate for today's dynamic marketplace.

Contents Include
Forces Driving New Measurement Needs * Evolution of Contemporary Measurement Theories * New Technology Changes the Measurement Rules * What Do We Need to Measure? * The Importance of Internal Brand Communication * Planning an External Brand Communication Measurement System * Dealing with the Time Frame Measurement Issue * Separating Business-Building from Brand Building Communication * The Spreadsheet Approach to Measuring or Estimating the Return on Business-Building Brand Communication Programs * Measuring the ROI of Brand-Building Communications Programs * Putting it all Together * Global Implications for Measuring the Return-on-Brand Communication-Investment.