I found this fascinating post today:
The 19th century U.S department store merchant John Wanamaker once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And such is the case with measuring the value of brands. While many forms exist, I took the opportunity to write about our model, which relies on measuring the momentum, creativity and vision of a brand. Through BrandAsset Valuator, we are able to quantify the impact of creativity on contribution to building brand and shareholder value. The more creativity, the more momentum and energy and thus the more sales and profitability to the firm.
Read the whole article on Measuring The Contributions of Brand to Shareholder Value at The Brand Bubble by John Gerzema, Chief Insights Officer for Y&R.