Operationalized Brand Measurement: Building the Indexes
The SiriusDecisions Operationalized Brand Measurement Framework provides a structure for evaluating the performance of brand within the context of a b-to-b campaign
Indexes that organize brand metrics and summarize the distinct elements of brand performance serve as key enablers of operationalized brand measurement
When fluctuations in the index values are understood, they can be correlated with the business impacts they produce
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