Brand equity: The missing KPI in your media plan

Marketers already know the importance of brand equity. We'll help you explain it to the CFO.

Want to avoid a major sales drop-off? Don't undervalue this crucial growth metric.

In years filled with economic uncertainty, marketing teams work on contingency plans and revisions. Budgets are meticulously dissected, sales scrutinized, and tenuous growth projections are laid out.

But amid the flurry of performance-focused discussion, a crucial element often slips through the cracks: How strong is our brand equity?

While executives diligently chase tangible metrics like revenue and profit, the less tangible value of their brand – consumer perception and its effects on the bottom line – remains largely unmeasured and undervalued.

This oversight is a critical misstep in strategy, because despite our appetites for instant gratification, brand equity is not a luxury – it is the bedrock of lasting, sustained business growth. And your media plan needs to optimize for it if you want to maximize sales.

So, how do you bring brand equity out of hiding and integrate it into an effective media planning strategy? We've got you.

What you'll learn:

• What brand equity is and why it matters as a media KPI

• Why brand equity gets overlooked

• How to measure brand equity effectively

• Key Strategies to integrate brand equity into paid media plans

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