Many of us have been guilty of thinking that branding campaigns do not need measurement. It might be comforting to think that the brand is just creating an image of themselves in the consumer’s mind. But like everything else in business, branding campaigns are subject to ROI. Measurement is always important. And now that any serious rebranding effort will take place online as well as off, marketers need to utilize the wealth of information that can be collected from the Internet. Monitoring unique hits, repeat hits, user generated comments and the like is the least you can do to measure the impact of a rebranding, or any other campaign for that matter.
More on the ways to measure branding campaigns at Occam’s Razor
