Skip to content

Brand Performance


The Chartered Institute of Marketing

Summary

Price
£517.50 inc VAT
Finance options

Prices:

CIM Members

£517.50

Non-members

£575.00

Prices shown include tuition and course...

Study method
Onsite
Duration
1 day
Qualification
No formal qualification

Overview

For most marketers, brands represent the organisation’s most important assets, key value drivers and determinants of success. It’s surprising, therefore, how few organisations have a formal and systematic programme of metrics and analytics, allowing them to assess brand performance and establish the link between brand, marketing and organisational performance. This workshop is designed to help achieve just that.

Description

Learning outcomes

  • Create metrics-oriented brand/marketing plans.
  • Undertake market research to establish brand positioning and track performance.
  • Conduct a comprehensive ‘brand audit’.
  • Design appropriate brand and related marketing metrics (using take-away template).
  • Avoid common metric design, implementation and management pitfalls.
  • Create and integrate new digital and/or social media brand metrics, eg. omni-channel ‘engagement’, social media ‘sentiment’…
  • Create a ‘Brand Dashboard/Scorecard’.
  • Establish links between brand, marketing activities, organisational performance and results, using both traditional and ‘state-of-the-art’ brand metrics and analytics.
  • Determine brand value (including ISO10668 standard).
  • Justify (attract additional/defend existing) brand investment and budget.

Course Director

Tony Rowe has spent the last 25 years at the leading edge of marketing, metrics and analytics, and has worked with some of the world’s best known and best performing brands. He has established a world leading portfolio of metrics and analytics related courses and was recently appointed lead Course Director on the new ‘Mastering Metrics’ course – a mandatory module on CIM’s new Diploma in Professional Marketing.

Who is this course for?

This workshop is designed for people who understand the critical importance of measuring the impact of their brand investments on brand performance, with a view to improving customer experience, engagement and willingness to recommend.

It will be particularly useful for people working in organisations where brand investment is in the spotlight, or under threat, as well as those wanting to create a new brand dashboard or scorecard and/or wanting to explore brand and market modelling.

Questions and answers

Reviews

Currently there are no reviews for this course. Be the first to leave a review.

FAQs