Branding by Robert Jones

Author:Robert Jones
Language: eng
Format: epub
ISBN: 9780191066993
Publisher: OUP Oxford
Published: 2017-04-16T16:00:00+00:00

The many dimensions of brand impact

These measures tend to focus on the external and commercial impacts of branding. But increasingly, as we’ve seen, businesses are interested in the effect of branding on employees, and also on its potential to achieve social benefits. So new, broader measurement techniques are emerging, such as the ‘MeaningfulBrands’ index produced by Havas Media.

And it’s this multi-dimensional impact that accounts for the world’s current fascination with branding. Branding changes how people think, feel, and act, in both the short term and the long term, both inside and outside the organization. And it creates value, both commercial and social.

It’s a big job, and creating all these effects depends on whole armies of people. The footsoldiers in those armies are the people known as ‘brand managers’.

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