These days, there is more pressure than ever to make marketing more of a quantifiable science than an ephemeral art. In response, a new management discipline called ROI brand equity is gaining the most attention in the brand value chain to help businesses attain the highest possible return on their marketing investments. It is a question as old as business itself: How can a company ensure they are spending the right amount of money on the right kind of marketing so that it can transact its services or products to increase market share and ultimately bottom-line profits? Each year, organizations spend untold dollars on marketing without exacting way of determining how much the resulting "brand equity" or "consumer awareness" contributes to the bottom line. Within the brand discipline, ROI can be applied across the entire spectrum of branding techniques - trade and consumer promotions, advertising, pricing and product placements, b2b or b2c branding. At this 2-day conference, our program leaders will share how to determine the "bang" you raked and "noise" you made from investments thumped on the various branding platforms.
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