Скачать или смотреть How to turbocharge your media investment by focussing on brand building

Join Will, the Director of Marketing Science, as he shares valuable insights on how to supercharge your media investment by harnessing the power of your brand.

In this episode, we delve into the crucial role of brand power for marketers. Unlocking the effects of brand power not only provides pricing power but also builds resilience, especially during tough economic times. Research shows that a strong brand enables advertisers to accelerate out of recessions and outpace competitors when market conditions become more favorable.

Drawing on the expertise of renowned marketing professionals Les Binet and Peter Field, we explore a compelling chart that highlights the long-term effects of brand building compared to short-term sales activation campaigns. Brand managers understand the importance of consistently reinforcing brand messaging to convince consumers that their product offers value and quality in exchange for their hard-earned money. Whether it's a hot dog, a handbag, or a luxurious five-star hotel, consumers seek a compelling brand perception that resonates with their desires.

Developing this brand consideration takes time and consistency. By continually building and reinforcing memory structures associated with your brand, you create familiarity and positive associations that resonate with consumers when they are in the market for your product. However, quantifying the value of brand building can be challenging when it comes to budget allocation.

That's where Mutinex comes in. We have integrated brand equity into our models, enabling us to assign a monetary value to the return on investment that brands deliver. Our approach helps advertisers confidently demonstrate that brand building is not just a spend but a smart investment. By understanding the tangible value that brands bring, marketers can make a compelling business case for allocating the necessary budget towards brand building activities.